The UK’s battle with obesity and increasing reliance on ultra-processed foods (UPFs) is at a critical juncture. Nearly 60% of the average British diet now consists of UPFs, making the UK the second-highest consumer of these foods globally, according to recent government data. Recipe box company Gousto has launched the Ultra Processed Plates report in collaboration with renowned health expert Dr Hilary Jones MBE. This initiative aims to shed light on the long-term health implications of UPF consumption and encourage healthier eating habits.
Introducing ‘Michael’: A Glimpse Into the Future
As part of the campaign, Gousto, with the expertise of Dr Hilary and advanced AI technology, has unveiled ‘Michael’—a visual representation of how excessive UPF consumption could affect human health in 30 years. ‘Michael’ demonstrates the potential long-term effects of a diet dominated by ultra-processed foods, including anxiety, asthma, diabetes, and chronic conditions like joint pain, sleep deprivation, and weight gain.
Dr Hilary Jones explains, “Ultra-processed foods aren’t inherently harmful, but when they replace fresh, nutrient-rich options, they increase the risk of cardiovascular disease, metabolic disorders, and nutrient deficiencies. Scratch cooking is a key way to reduce UPF intake, and Gousto’s recipe boxes provide a convenient solution to balance nutrition with busy lifestyles.”
A Nation Struggling with Food Choices
The Ultra Processed Plates report reveals several alarming trends:
- Unawareness of UPFs: While 84% of Brits recognise the term “ultra-processed foods,” 53% remain unsure how to identify them during food shopping or dining out.
- Barriers to Healthy Eating: Three-quarters (75%) of respondents cite convenience as the driving factor behind their food choices. Meanwhile, 37% point to a lack of time, and 24% highlight insufficient inspiration as obstacles to cooking at home.
- Health Goals vs Reality: Despite growing awareness, 60% of participants underestimate the long-term health impacts of UPFs, and over 44% find healthier options too expensive.
These findings reflect a clear disconnect between health aspirations and the practical barriers people face in achieving them.
Gousto’s Commitment to Healthier Eating
Gousto is actively addressing these challenges by promoting fresh, home-cooked meals as the convenient and affordable alternative to ready meals and takeaways. The company’s menu now features over 500 recipes, offering 150% more healthy options compared to last year. Popular health-focused categories, including Calorie-Controlled, Veg Boost, and Protein Hit, ensure there’s something for everyone.
The company is also enhancing its services:
- UPF Policy: Gousto is implementing a policy to help customers make informed, balanced food choices.
- Improved Labelling: Updated nutritional labelling will offer greater transparency about the UPF content in recipes.
- Next-Day Delivery Trials: Convenient, quick access to fresh ingredients will soon be a reality.
- Expanded Health Hub: Doubling the number of weekly healthy recipes to inspire families to cook nutritious meals at home.
CEO and Co-Founder Timo Boldt commented, “Convenience shouldn’t come at the cost of nutrition. At Gousto, we’re making it easier than ever for households to enjoy fresh, balanced meals that align with their health goals.”
Raising Awareness for a Healthier Future
The campaign highlights a growing demand for transparency in the food industry. Two-thirds of Brits (66%) have expressed a desire to learn more about UPFs to make better dietary choices. With its innovative offerings and commitment to education, Gousto is empowering families to reduce their UPF intake and prioritise fresh, wholesome ingredients.
With initiatives like the Ultra Processed Plates report and its visual warning in ‘Michael,’ Gousto aims to reshape the narrative around healthy eating, making nutritious meals accessible, affordable, and achievable for everyone.
