As the conversation around ultra-processed foods (UPFs) enters the mainstream, shoppers are starting to ask harder questions and making more deliberate choices. But how can retailers and food brands respond in a way that’s practical, credible and commercially smart? This session explores the rise of the non-UPF mindset through the lens of shopper behaviour, merchandising strategy and product messaging. From snacking to chilled and drinks, high-frequency categories are proving to be powerful entry points for trial and habit change.

Hear from experts and industry voices on what’s actually driving customers to choose less processed options, which ingredients are gaining traction, and how to talk about processing without getting lost in jargon, fear or greenwashing. This conversation will unpack the balance between wellness, value and accessibility, and examine how retailers and suppliers can collaborate to bring better choices to shelf at scale.