Clearer food choices in ordinary UK supermarkets.
No More UPF helps you understand ingredients, product labels and ultra-processed food — without guilt, extremes or overthinking every shop.
Most people don’t need more food advice — they need clearer answers.
Food labels can be confusing. Products are often marketed as “healthy”, “natural”, “high protein” or “sourdough”, but the ingredients list sometimes tells a different story.
No More UPF focuses on real supermarket products, breaking down ingredients and explaining what actually matters.
The aim is simple: help you quickly work out what to buy — without overthinking every ingredient.
The mission
I started No More UPF because standing in a British supermarket aisle shouldn’t feel like a research project.
Most shoppers want to make better food choices, but packaging, health claims and long ingredient lists can make it difficult to understand what you’re actually buying.
This site provides clear, independent explanations of everyday supermarket foods, so you can make decisions quickly and with more confidence.
Independent
Product ratings are not influenced by brands. Classifications are based on ingredients, available product information and transparent reasoning.
Practical first
This site does not demand perfection. It focuses on better options in the shops people actually use.
UK focused
The examples are based on UK supermarkets and products, so the guidance is relevant to ordinary weekly shopping.
The Amber Rule
Most food advice becomes too black-and-white. No More UPF uses an amber rating for products where the answer needs context.
These may not be clearly ultra-processed under NOVA, but they can raise questions around ingredients, processing methods or transparency. The aim is not to tell you what to do — it is to explain what is worth knowing before you buy.
