The Non-UPF Certification
Trademarked in June 2024 and launched in December 2024, the Non-UPF Program provides the first U.S. certification for non-ultra-processed foods and is now proud to extend its comprehensive certification to the entire food industry.
The trademarked Non-UPF Certification seal is the first of its kind, setting a groundbreaking standard in food transparency.
DECISION SIMPLIFICATION
By simplifying decisions, the Non-UPF Certification empowers consumers to choose healthier options with confidence.
GREATER TRANSPARENCY
Consumers are increasingly aware of the health risks linked to UPFs and are beginning to demand greater transparency in food quality and ingredients. Yet, lengthy, unfamiliar ingredient lists and limited time or awareness often make informed choices challenging.
PRODUCT INSPIRATION
As recognition grows, we aim to inspire food companies to embrace transparency, reduce UPF offerings, and expand their non-UPF product lines, driving a meaningful shift toward healthier, more nourishing food for all.
How it Works
There are two applications: Select Whole Foods and General Foods. Submitting an application does not guarantee approval. The Non-UPF Program reserves the right to approve or deny any application at its sole discretion based on internal standards and scientific review.
What Is Excluded
UPF are excluded from our certification. UPF are industrial formulations that contain ingredients (i.e.,high-fructose corn syrup, modified starches, emulsifiers) and/or additives (i.e., flavors, colors, artificial sweeteners) not commonly found in your kitchen. UPF also include foods that are pre-fried, extruded, or molded.
For a detailed list, see Nova Group 4 classification.
The Non-UPF Program has worked extensively since we trademarked our certification in June 2024 to identify hundreds of additives and ingredients classified as Nova Group 4. We will evaluate whether your product excludes any ingredients in Nova Group 4 and whether it falls under Nova 1-3 categories.
Additional Preservatives Excluded
Nova Group 4 allows the use of preservatives, but some are emerging as potentially harmful. For the non-UPF application, we are excluding these additional preservatives:
BHT, Butylated Hydroxytoluene
Synthetic Nitrites and nitrates
Propylparaben
BHA, Butylated hydroxyanisole
TBHQ, Tert-butylhydroquinone
BVO, Brominated vegetable oil
We reserve the right to update the criteria.
Consumers today are asking critical questions about their food: Is this a real ingredient? Is this food bad for me? Will it harm my family? The Non-UPF Certification helps to reduce that confusion.
Applications for the Non-UPF Certification
Each Non-UPF certified product aligns with the Nova framework and has been carefully evaluated by our team of ultra-processed food experts—including researchers, scientists, registered dietitians, policy specialists, food scientists, and healthcare practitioners. Join us in reshaping the food landscape and empowering healthier choices.
Have Your Product Stand Out in a Crowded Shelf of UPF
With such a vast amount of ultra-processed foods (UPFs) dominating our grocery stores, can we truly call it a free market? For many consumers, navigating the grocery aisles for healthy options has become an uphill battle.
When consumers struggle to recognize or understand what’s in their food, it highlights a system skewed toward obscuring information rather than prioritizing health.
Our Non-UPF Certification cuts through this complexity, offering a trusted symbol that helps consumers confidently identify healthier, transparent options.
By earning this certification, your product can rise above the clutter and meet the growing demand for integrity and quality in the food market. Apply now to become Non-UPF Certified.
“This certification aims to decrease confusion and enhance transparency, guiding you toward foods made without synthetic ingredients, and reducing short- and long-term health risks.”
— The Non-UPF Program
The Non-UPF certificate is an endorsement that a food is not classified as ultra-processed at the time of certification approval.
This endorsement is based solely on the information disclosed on the food label and the manufacturing processes provided by the food manufacturer and/or distributor. It does not certify the absence of cross-contamination, food allergens, or other substances that may affect health. The Non-UPF Program is not responsible for any nondisclosure, omission, or misinformation on a food label or in information provided by a food manufacturer and/or distributor.