The survey, undertaken by YouGov, found 70% of Brits had not heard of the term ultra-processed food before taking the survey. Over a third of those surveyed (36%) stated they were trying to cut back on processed foods.
According to NOVA the term ultra-processed food can be defined as ‘those made by industrial processing and that often contain additives such as colours, flavours, emulsifiers or preservatives’.
More than a fifth of respondents (21%) believed a healthy balanced diet should not contain any ultra-processed foods.
When given a list of foods and asked which they would classify as ultra-processed, just 8% selected canned baked beans, 9% low fat fruit yogurt, 12% ice cream, 19% pre-packaged sliced bread from a supermarket, despite all of the above being classed according to NOVA as ultra-processed.
Sara Stanner, science director of the British Nutrition Foundation, commented: “There's an increasing amount of research on ultra-processed foods and health, and the term is being used more than ever.
“As well as less healthy items like crisps, cakes, sweets, chocolate and sugary drinks, which many of us need to cut back on, ultra-processed foods can include sliced wholemeal bread and vegetable-based pasta sauces which can be a useful part of a healthy, balanced diet.”
The survey revealed that 43% of men and 51% of women agree that checking the nutrition label on ultra-processed foods can help them to make healthier choices.