CPG Unpacked | Non UPF Verified: What It Is and Why It Matters

The "ultra-processed" conversation has gone mainstream — 57% of shoppers now say how processed a product is, is their #1 purchasing driver. But until recently, natural CPG brands had no certified way to prove their products weren't ultra-processed, leaving "natural" and "clean label" claims open to consumer skepticism. So how do brands tell their processing story in a way shoppers and retailers actually trust? In this CPG Unpacked, Shannon Reigh and Samuel McKee (Non-GMO Project) and Ashlie Winson-Jones (Social Nature) unpack the new Non-UPF Verified certification — what it evaluates, who qualifies, and why early-mover brands are positioned to win shelf space. Key takeaways you can't miss: ✨ Why consumer concern about UPFs is tracking ahead of where organic and non-GMO were at the same stage. ✨ How the Non-UPF Verified standard evaluates products — from prohibited ingredients to the 70% minimally processed rule and limits on refined sugars, gums, and texturizers. ✨ Why "natural" and even organic products can still fail a non-UPF evaluation — and the common reformulation traps (hydrogenated oils, extrusion, gums, added sugar). ✨ What the certification timeline and investment really look like, and how to use the verification mark to win with retailers like Whole Foods and Sprou