ABOUT NO MORE UPF
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.
WHAT WE ARE NOT
No clean-eating rules. No fear-based food advice.
No More UPF is not a clean-eating brand, a diet plan, a nutrition-scoring site or a fear-based health brand.
We do not tell people what they must eat. We explain food processing and ingredients clearly so shoppers can make their own informed decisions.
H0W WE REVIEW
A strict NOVA verdict first. Useful context second.
NOVA-based classification
We use the NOVA framework as the starting point for classifying products and explaining whether a food is ultra-processed.
Ingredient-led evidence
We read the ingredients list, product information and visible label claims before explaining the reasoning behind a verdict.
Transparent reasoning
We rhere a product needs nuance, we separate the strict classification from wider processing or ingredient context.
Labels can change
Recipes, ingredients and availability can change, so product audits are practical guidance based on information available at the time of review.
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.
THE READER PROMISE
Every article should leave you knowing more than when you arrived.
Whether you’re reading a beginner’s guide or a product audit, the goal is always the same: to explain food processing clearly, show the reasoning behind the verdict and help you make your own informed decision.
No scare tactics. No unnecessary complexity. Just practical information you can use on your next supermarket shop.
Start with the basics, then compare real products.
Learn how UPFs are classified, then browse practical supermarket audits and better options.