ARE YOU BEING SEDUCED?

How the Food Industry Gets You to Buy Their Products

The sly marketing of ultra-processed foods (UPFs) has contributed to our epidemic of obesity—in the US and around the world.  UPFs are highly palatable edible substances formulated in food science labs using the broken down, refined, or reconfigured building blocks of food-carbohydrates, proteins, and fats.  You know them as treats, snacks, convenience foods, quickie mart drinks, and “junk food.”

Since food scientists are tasked with inventing foods that taste great, they employ sweeteners, salt, flavor enhancers, artificial and natural flavorings and colors to make them irresistible.  Modified food starches, emulsifiers, and thickeners are added to create an appealing mouth feel.

Although the term, “ultra-processed foods,” was first coined only 15 years ago, ultra-processing has existed for well over 50 years, with massive growth over the past 3 decades.  Since processing provides ways to combat food waste, to make meal preparation convenient, reduce fat (when it had a bad rap), and make food fun, many of these products are regarded positively. 

Highly processed foods were uncommon until the 1950s although Velveeta® became popular in the 1930s and Spam® initially fed hungry people during the Great Depression and the troops during World War II before growing in favor.  These creations allowed for broken-off pieces of cheese or undesirable cuts of pork to be fabricated into non-perishable products.  Over time, the Velveeta® brand has been revised so that it is no longer considered cheese, but a “cheese product.”

Concentrated orange juice, French fries, fish sticks, and TV dinners were among the first frozen convenience foods.  The degree of processing for today’s convenience products varies greatly, from minimally processed canned or frozen produce to more complicated, highly processed boxed mixes, canned fare, or frozen meals.  Most of these highly processed concoctions contain many additives mentioned above that are unavailable to home cooks.

Convenience foods were initially advertised in women’s magazines and then on TV, influencing what was eaten for breakfast, lunch, and dinner.  A great selling point was showing how less time- and labor-intensive some convenience foods are.  Moreover, some are less expensive than making food at home and so, they are still a popular choice for busy parents.  

Early on, products were also created to appeal to children.  Ads for sugar-sweetened, multi-colored breakfast cereals appeared in the 1960s and were featured during the cartoon hours on Saturday mornings. Potato chips and corn chips were sold in colorful lunch-sized packaging and every kid wanted those instead of chips placed in baggies.  Of course, peer pressure affects what children want for lunches (e.g., chips and Lunchables®), soccer games (energy bars and “sports” drinks), school events, and birthday parties. 

Snacks are important for toddlers who need to eat frequently but have smaller stomachs.  Unfortunately for them, healthier solid foods are being replaced by pre-packaged pureed and soft foods which are quickly devoured but not filling.  Not only do children consume more of these “foods,” but they don’t get to practice chewing which is important at that age.  Milk or water are upstaged by juice drinks or sweetened, flavored water.  (Looking at you, Kool-Aid®.) Moreover, snacks served as meal substitutes can lead to nutritional imbalances.

 Many children also benefit from a small snack when they come home from school.  In the past, this snack preceded playtime outside, not sitting inside looking at social media or playing sedentary video games.  Instead of cheese sticks, yogurt, fruit, milk and cookies, or a handful of nuts, UPF snacks are temptingly sweet, salty, fatty treats and “juice” boxes or soda pop.  These snacks are marketed to both kids and their parents and are often within easy reach in a pantry or cupboard. 

The snack makers now advocate snacking by adults, which is quite unnecessary and is only a ploy to increase sales.  According to them, we need (?!) snacks between meals, for sports, for recreational activities, and for outings with kids.  By the way, try all the new flavors! 

Already, we eat while sitting and watching TV shows, the game, or movies, especially in the evening, and need no more encouragement.  The situation feeds on itself (pun intended) with ads as well as product placements, cues, and triggers found within the programs.  Where else did we learn to consume a pint of ice cream to deal with relationship break-ups? 

The food industry has introduced so many UPFs that today’s supermarkets are enormous.  The center aisles of the grocery store are stocked with long rows of fruity drinks, sweetened cereals, pancake mixes, boxed and canned pasta creations, rice concoctions, meat extender mixes, sauces, cake mixes, baked goods (bread, toaster pastries, crackers, cookies, and cakes), snack foods, and more.  Even the freezer section has expanded to host frozen entrées, breakfast foods, and treats. 

  Precise product placement of snack foods, soft drinks, and obvious “junk” foods is based on their target audience.  Cereals advertised on TV are placed at eye level for children.  Tempting treats and beverages are located at checkout counters to make them an easy target for an “impulse buy” or to attract children’s attentions.

Due to clever marketing, it’s no wonder Americans on average, have gained considerable amounts of weight over the past 4 to 5 decades.  We have been seduced into toxic relationships with these foods, and for some, they are an addiction.  The ubiquity of snack foods and flavored drinks everywhere and prevalence of ads suggesting that snacks are normally eaten several times a day has brainwashed us. 

Most of us know that candy bars, donuts, and chips aren’t great food choices, but instead go for “healthier” ultra processed foods like granola bars only to still gain weight.  With delightful flavor profiles, UPFs invite you to eat more.  Since many UPFs use refined ingredients, their calories are quickly and easily absorbed.  And as you know, calories that aren’t fueling activity are stored as fat. 

So, what can one do?  Here are some suggestions:

**Reducing snack consumption is a good first start. 

**Stop eating after supper.

**If you truly need a snack, try roasted unsalted nuts, whole grain crackers, or fruit, or cheese if you have a fridge nearby.

**Pay more attention to how you are being influenced and discuss with your kids for what it’s worth.  It’s a good introduction to how consumers are manipulated.

**As more information on UPFs comes to light, re-evaluating one’s use of convenience foods and making healthier choices will follow. 

**The labels of most “Frankenfoods” contain only a few recognizable components plus additives, some of questionable safety.  Even gluten-free and organic products have their ultra-processed, refined grain counterparts!  Read your labels.

**Ask yourself if you should avoid some UPFs entirely?

**What do you really want to serve your kids?

**Do you want to consume chemical additives?

 **How do you feel about all the wasteful packaging?  Moreover, some UPF and fast-food wrappers may be coated with PFAS, “forever” chemicals that are non-stick and grease can’t permeate easily.

**Shop the perimeter of the supermarket except for those ingredients that are on your list. 

**Avoid those aisles that are tempting to you or your kids. 

**Or order groceries on-line, especially if you hate the grocery store.

**Make a special trip or walk to the store to buy UPF treats. 

**Baked goods made at home allow control for sugar amounts and types of fats.  Freeze some for later.

** Go outside and play.