The term ‘ultra-processed food’ (UPF), as characterised by the NOVA system, is now synonymous with poor quality industrially prepared foods. UPFs make up a substantial part of the UK diet, including in children, and concerns surround their convenience, ingredients (reliance on additives and non-household ingredients rather than whole foods), and food format (soft texture).(1,2) However, NOVA was not designed with commercial baby foods in mind, which are typically distinct in form and ingredients from many general products. No prior study has examined how NOVA aligns with overall baby food quality as evaluated using the WHO Nutrient & Promotion Profile Model (NPPM) baby foods standards.(3) This work therefore aimed to classify contemporary baby foods using NOVA and cross-examine UPF classification with baby food quality as evaluated with the NPPM.
Baby foods listed on websites of the 5 largest UK grocery retailers (Tesco, ASDA, Sainsbury’s, Morrisons, Aldi) in June-August 2024 were included. The NPPM was used to evaluate nutritional quality and marketing practices. NOVA was used to classify the degree of industrial processing. NPPM metrics were evaluated in UPF and non-UPF products to characterise gaps and overlaps in the two approaches.
632 baby foods were included, with 196 (31%) classed as UPFs. These were snacks (n112), dry cereals containing non-household ingredients (e.g. hydrolysed flour, inulin, maltodextrin, whey powder) (n46), meals (n17), and confectionery (n21). 85% (n112/132) of snacks were UPF, due to i) non-household ingredients (n29), ii) produced by industrial techniques with no household equivalent (i.e. melty/puff snacks, moulded fruit shapes, or fruit-filled cake bars) (n78), or iii) both reasons (n5).
While poor marketing practices were universal, NPPM nutritional assessments varied by category. Of 46 UPF cereals, many were flagged by the NPPM because of added sugars (n11), marketed from ‘4+ months’ (n7), misleading names (n7), or excess fruit content (n3). UPF puff snacks (n67) are not generally flagged as problematic by the NPPM but of these, 21% were flagged for excess serving size and 19% contained added sugars.
NOVA does not include nutritional criteria and so did not identify non-UPF products containing added sugar as problematic (n33, 5% of sample) or fruit-based products with high sugar levels (22% of sample). The NPPM identifies these as major issues, with 89% of fruit products being so high in total sugar (61% of calories from sugar on average) that the NPPM recommends a front-of pack high-sugar warning. Each system differently flags textural issues (smooth purees by the NPPM and ‘melty’ snacks by NOVA).
While NOVA may seem a convenient framework for product evaluation, the nutrition and marketing standards within the NPPM offer a more comprehensive and nuanced understanding of issues beyond processing methods and provide a framework for reformulation and regulation.