🔍 Key Takeaways
✔ M&S’s UPF-free cereals lack fortification, making them less nutritious than fortified options.
✔ 51-87% of the UK’s iron intake comes from fortified cereals—critical for preventing deficiency.
✔ Not all UPFs are unhealthy (e.g., fortified foods help close nutrient gaps).
✔ The NOVA system needs nuance—processing isn’t inherently bad if it boosts nutrition.
Last week, Marks & Spencer (M&S) made waves across the internet with their launch of ultra-processed food (UPF)-free breakfast cereals. While this move is undoubtedly a step in the right direction towards cleaner, more transparent food options, it also highlights a critical flaw in the NOVA classification system—the idea that not all processing or additives are inherently bad.
In fact, by avoiding fortification to maintain their UPF-free status, these cereals may actually be less nutritious than their fortified, processed counterparts. This raises an important question: Should we prioritise processing labels over actual nutritional benefits?
The Problem with the UPF Classification
The NOVA system categorises foods based on their level of processing, with UPFs (ultra-processed foods) often demonised for containing additives, preservatives, or artificial ingredients. However, this classification fails to distinguish between harmful processing (e.g., excessive sugar, unhealthy fats) and beneficial processing (e.g., fortification with essential vitamins and minerals).
M&S’s new cereals are lower in fat, sugar, and salt, which is fantastic. But because fortification would classify them as UPFs, they miss out on key nutrients that many people rely on breakfast cereals to provide.
Common Frequently Asked Questions about UPF’s
1. What exactly is an ultra-processed food (UPF)?
UPFs are foods that undergo significant industrial processing and often contain additives like emulsifiers, sweeteners, or artificial flavours. Examples include sugary snacks, ready meals, and some packaged breads.
2. Are all UPFs unhealthy?
No! While many UPFs are high in sugar, salt, and unhealthy fats, others—like fortified cereals, wholemeal bread, and plant-based milks—provide essential nutrients that help prevent deficiencies.
3. Why does fortification make a food “ultra-processed”?
The NOVA classification considers any industrially added nutrient as ultra-processing, even if it improves health. This is why M&S’s unfortified cereals avoid the UPF label—but at a nutritional cost.
4. Can I get enough iron and folate without fortified foods?
It’s possible, but can be difficult—especially for:
- Vegans/vegetarians (plant-based iron is less absorbable).
- Pregnant women (folate needs nearly double).
Fortified foods essentially act as a nutritional safety net.
5. Should I avoid UPFs completely?
Not necessarily. Focus on:
✔ Minimising UPFs high in sugar/salt (e.g., crisps, biscuits).
✔ Choosing nutrient-rich UPFs (e.g., fortified cereals, wholegrain bread).
6. Is the NOVA system outdated?
Many nutrition experts argue yes—it doesn’t distinguish between “good” and “bad” processing. A better approach is judging foods by their ingredients and nutritional value, not just processing level.
The Hidden Nutritional Crisis: Iron and Folate Deficiencies
Many consumers don’t realise just how crucial fortified cereals are in preventing widespread nutritional deficiencies. Here’s why this matters:
1. Iron Deficiency: A Silent Epidemic
- 51-87% of the UK’s Reference Nutrient Intake (RNI) for iron comes from fortified breakfast cereals.
- Iron deficiency is one of the most common nutritional deficiencies, leading to:
- Fatigue and weakness
- Impaired cognitive function
- Iron-deficiency anaemia (particularly in women and children)
Without fortified cereals, many people—especially those on plant-based diets—struggle to meet their iron needs through whole foods alone.
2. Folate: Vital for Pregnancy and Beyond
- 26-37% of the UK’s folate intake comes from fortified cereals.
- Folate (vitamin B9) is essential for:
- Preventing neural tube defects in babies (e.g., spina bifida)
- Reducing homocysteine levels (linked to heart disease)
- Supporting DNA synthesis and red blood cell production
Since many women of childbearing age are deficient in folate, fortified cereals play a crucial role in public health.
Should We Avoid UPFs at All Costs?
The M&S cereal launch exposes a major flaw in the black-and-white thinking around UPFs. Not all ultra-processed foods are unhealthy—some provide critical nutrients that are hard to obtain otherwise.
When UPFs Can Be Better Than “Natural” Options
- Fortified cereals vs. unfortified “clean label” cereals → The fortified ones win for preventing deficiencies.
- Wholemeal bread with added vitamins vs. unfortified artisan sourdough → The fortified option may be more nutritious.
- Plant-based milks with added calcium & B12 vs. non-fortified versions → Fortification bridges nutritional gaps.
A Call to M&S: Fortify Your UPF-Free Cereals!
M&S, I do applaud your effort to reduce unnecessary additives and improve breakfast cereal options. However, removing fortification is a step backward for public health. Here’s what I’d love to see:
✅ Keep the low sugar, salt, and fat – These changes are fantastic!
✅ Add iron, folate, and other key nutrients – Make your cereals truly healthier.
✅ Challenge the NOVA system – Advocate for a more nuanced approach to food processing.
Final Thoughts: Nutrition Over Labels
While the UPF-free trend is well-intentioned, nutrition should always come first. Instead of blindly avoiding processed foods, we should focus on:
✔ Nutrient density (Does it provide essential vitamins/minerals?)
✔ Whole food ingredients (Are the base ingredients wholesome?)
✔ Minimising harmful additives (Avoid excess sugar, trans fats, artificial preservatives)
M&S has an opportunity to lead the way in creating cereals that are both minimally processed AND nutritionally superior. Let’s hope they take it!
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