The news: Most US adults regardless of political affiliation believe ultra-processed foods are addictive and a major cause of obesity, type 2 diabetes, and cardiovascular disease, according to a study of 2,000 US adults conducted by YouGuv published this week in a special edition of the American Journal of Public Health. The issue coincides with the launch of "Fed UP!," a new initiative led by doctors, scientists, and educators advocating for a healthier and more transparent food system.

Views on ultra-processed foods are largely bipartisan—voters agree that ultra-processed foods are:

• Addictive: Democrats (73%), Independents (67%), Republicans (67%)
• A major cause of obesity: Democrats (81%), Independents (79%), Republicans (77%)
• A major cause of type 2 diabetes: Democrats (70%), Independents (68%), Republicans (67%)

Why it matters: The report comes as federal scrutiny of food ingredients and labeling intensifies. Bipartisan support and a science-backed advocacy campaign are building momentum for stricter regulations and labeling requirements.

Food manufacturers are removing artificial food dyes from products due to pressure from HHS Secretary Robert F. Kennedy Jr. and the Make America Healthy Again movement. Those include Kraft Heinz, General Mills, Nestlé, and Conagra by the end of 2027. Kennedy has also pledged to deliver a federal definition of ultra-processed food and floated plans for front-of-package labeling, including a potential green, yellow, or red system to signal whether a product is healthy.

Retailers are also reformulating private-label products. Walmart and Sam’s Club are removing food dyes. Meanwhile Aldi, which previously eliminated synthetic colors, will remove artificial preservatives, flavors and sweeteners. Target recently began selling only cereals made without synthetic colors.

Implications for food marketers: Changing ingredients without changing taste remains a major challenge for food manufacturers, even as many pledge to do so. Shoppers want simpler ingredients and fewer additives, but they may not want to sacrifice the familiar flavors of trusted brands. For marketers, the challenge is not just technical but also reputational. If they reformulate too slowly, they risk losing health-conscious consumers. But if they reformulate too aggressively, they may alienate loyal customers. As scrutiny of ultra-processed foods grows, brands may face increasing tradeoffs between health goals, product performance, and consumer acceptance.

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