01
Methodology Principles
No More UPF uses the NOVA food classification system as the main framework for deciding whether a product is ultra-processed. NOVA classifies foods by the nature, purpose and extent of processing, rather than by calories, sugar, fat, protein or front-of-pack marketing claims.
This means our product audits are not health scores. A product can be nutritious and still be NOVA Group 4. A product can also be non-UPF without automatically being a better overall dietary choice. Our role is to explain the classification clearly, not to tell people what they should eat.
NOVA first
Every audit starts with the strict NOVA classification before any wider interpretation is added. We believe shoppers benefit from understanding both the NOVA classification and the context behind it. Where relevant, we explain manufacturing techniques, ingredient functions, marketing claims or category-specific considerations separately from the formal NOVA verdict. This helps readers distinguish between what NOVA says and the wider questions a product may raise.
Classification is not the whole story
We believe shoppers benefit from understanding both the NOVA classification and the context behind it. When relevant, we explain mnufacturing techniques, ingredient functions, markeitng claims or category-specific considerations separately from the form NOVA verdict. This helps readers distinguish between what NOCVA says and the wider questions a product may raise.
Whole product view
We look at the full ingredient list, overall formulation and product context rather than relying on a single ingredient in isolation. Individual ingredients rarely determine a NOVA classification by themselves. Instead, we assess how they contribute to the formulation of the finished food.
Plain English
We explain ingredients, additives and classification decisions in practical language for UK shoppers.
No moralising
We do not describe foods as clean, dirty, toxic, forbidden or guilt-free. The aim is clarity, not shame.
02
Our Product Audit Workflow
Most No More UPF audits follow the same core sequence. This keeps classifications consistent and makes it easier for readers to understand how a verdict was reached.
STEP 1
Identify the product and category
We record the product name, brand, category and relevant UK shopping context, such as supermarket availability or whether it belongs to a category where recipes vary widely.
STEP 2
Read the full ingredient list
We start with the ingredients list rather than front-of-pack claims. Claims such as high protein, no added sugar, plant-based or natural do not decide the NOVA classification.
STEP 3
Look for NOVA markers
We look for the formulation markers described in the NOVA literature, including food substances rarely used in home kitchens, cosmetic additives, flavour systems and other signs of industrial formulation. These markers inform the assessment but do not automatically determine the final classification on their own.
STEP 4
Assess the product as a whole
We assess the finished food as a whole. A long ingredient list does not automatically mean a product is ultra-processed, and a short ingredient list does not automatically mean it is not. Likewise, the presence of a single industrially produced ingredient does not automatically move a product into NOVA Group 4. The overall formulation and purpose of the product matter most.
STEP 5
Assign a strict NOVA verdict
The verdict is based on the best available label evidence and NOVA guidance. When evidence is limited, we avoid overstating certainty.
STEP 6
Add a practical “What To Know” note
Where useful, we add separate context about ingredients, category norms or grey areas. This context does not replace the NOVA verdict.
03
What Evidence We Use
Our audits are based on visible product information and established NOVA methodology. We prioritise information that an ordinary UK shopper can also check.
PRIMARY EVIDENCE
Ingredients lists
The ingredient list is usually the starting point for our assessment. It helps identify potential NOVA markers such as emulsifiers, flavourings, protein isolates, maltodextrin or modified starches, but these are always interpreted within the context of the finished product rather than in isolation.
SUPPORTING EVIDENCE
Product category
Category matters because bread, cereals, yoghurts, plant milks, protein bars and ready meals often contain similar-looking products with different formulations.
SUPPORTING EVIDENCE
Manufacturer information
Where available, we may use manufacturer or retailer product information to confirm ingredients, product names or recipe changes.
REFERENCE FRAMEWORK
NOVA literature
We use NOVA primary literature and methodology resources to guide how ingredients, formulation and processing markers are interpreted.
04
How Verdicts Are Presented
Our audits are based on visible product information and established NOVA methodology. We prioritise information that an ordinary UK shopper can also check.
Not ultra-processed under NOVA
Used when a product does not appear to meet the NOVA Group 4 criteria based on the available label evidence.
Not UPF under NOVA, but worth context
Used where a product may not be ultra-processed under NOVA, but contains ingredients, production methods or category factors that readers may want explained.
Ultra-processed under NOVA
Used when the product appears to be an industrial formulation or contains NOVA Group 4 markers such as cosmetic additives or food substances rarely used at home.
05
How We Handle Grey Areas
Some foods are straightforward. Others need more careful explanation because small ingredient changes can shift the classification or change the practical context for readers.
For example, one loaf of bread may be a traditional processed food, while another may be NOVA Group 4 because it contains emulsifiers, flavourings or other cosmetic additives. The same category-by-category caution applies to many cereals, plant milks, yoghurts, protein bars and ready meals.
When a product is nuanced, we still give the strict NOVA verdict first. Any extra explanation sits in a separate “What To Know” note so readers can distinguish the classification from the interpretation.
Example distinction
Classification: Is the product NOVA Group 4 based on the ingredient list and formulation?
Context: Are there ingredients, category norms or production details that readers may find useful?
06
Limits & Updates
Some foods are straightforward. Others need more careful explanation because small ingredient changes can shift the classification, or because production methods, ingredient functions or marketing claims may be relevant even when they don’t change the NOVA verdict.
For example, one loaf of bread may be a traditional processed food, while another may be NOVA Group 4 because it contains emulsifiers, flavourings or other cosmetic additives. The same category-by-category caution applies to many cereals, plant milks, yoghurts, protein bars and ready meals.
When a product is nuanced, we still give the strict NOVA verdict first. Any extra explanation sits in a separate “What To Know” note so readers can distinguish the classification from the interpretation.
Always check current labels
Ingredients and recipes can change, so readers should check the pack or retailer listing before buying.
Audits are not medical advice
No More UPF explains food processing and classification. It does not provide personal nutrition, allergy or medical advice.
Corrections are welcome
If a product label changes or an audit appears out of date, readers can suggest a review or update.
WHERE TO GO NEXT
Explore Specific Foods, Ingredients and Audits
NEW TO UPFs?
Start with the Beginner’s Guide
READ FOOD LABELS
Learn the NOVA system
METHOD IN ACTION
Browse our Product Audits
CAN’T FIND A PRODUCT?
Suggest a product to audit
FURTHER READING
Further Reading & References
Our methodology is based primarily on the NOVA classification system and its published guidance for applying food classifications consistently.
For a full list of the research and institutional sources that underpin this approach, see our Beginner’s Guide to Ultra-Processed Foods.
- Monteiro CA, Cannon G, Levy RB, Moubarac JC, Louzada MLC, et al. Ultra-processed foods: what they are and how to identify them. Public Health Nutrition. 2019.
- Monteiro CA, Cannon G, Lawrence M, Louzada MLC, Machado PP. Ultra-processed foods, diet quality, and health using the NOVA classification system. Food and Agriculture Organization of the United Nations. 2019.
- Martinez-Steele E, Khandpur N, Batis C, Bes-Rastrollo M, Bonaccio M, et al. Best practices for applying the Nova food classification system. Nature Food. 2023.