Is Oatly reshaping the UPF debate with on-pack messaging? Abstract
- Shoppers stay confused as UPF dangers and advantages seem contradictory
- Oatly launches on-pack training explaining processing advantages and clear science
- Model accepts processed-food affiliation threat to advertise balanced evidence-led dialogue
- Oatly challenges simplified media narratives by clarifying Nova classification limitations
- Firm urges wider trade engagement to cut back misinformation and client confusion
Extremely-processed meals (UPFs) are scaring – and complicated – shoppers. On the one hand, damning analysis hyperlinks the UPF food regimen to a bunch of power ailments. On the opposite, trade is holding its floor: UPFs could make meals safer, cheaper, extra nutrient-dense and sustainable.
It’s no surprise individuals are confused.
Though it’s extensively acknowledged amongst FMCGs that client training is the reply – the pondering is concern would subside if their advantages had been higher understood – to date they’ve been all discuss and no motion. Foods and drinks corporations are hesitant to lean into the UPF dialogue with shoppers, seemingly as a result of it comes with a giant threat.
Any model that speaks up may immediately be labelled as “ultra-processed”. And that’s an affiliation few are keen to tackle, till now.
Oatly takes the danger with UPF training on-pack
Swedish multinational Oatly acknowledges the danger, however that hasn’t put the oat milk model off from working to teach shoppers on-pack. In a communication it’s coined “belief the processed”, the model explains that processing can enhance meals security, scale back nutrient misplaced, lower meals waste, and make meals extra inexpensive.
The model has additionally made its stance on meals processing express: Oatly is processed, some shoppers could discover that worrying, however the firm is absolutely “100% on board” with being recognized this manner.
Additionally learn → Trade can not ignore the UPF downside – it is time to lean in
A few of Oatly’s merchandise are ultra-processed, based on the Nova meals classification. Others are free from stabilisers and sugars, like its natural oat milk, which incorporates simply oats, water and salt. Oatly is aware of that by educating shoppers on meals processing, it dangers being mechanically tarnished with the UPF brush.
“That could be a threat,” explains Caroline Orfila Jenkins, VP, science and know-how at Oatly, “and it’s one thing we’ve chosen to handle head on.
“We imagine science and transparency result in knowledgeable decisions, and due to this fact participating with the dialog is price it.”
The place does Oatly stand on the UPF debate?
The choice to have interaction brazenly with shoppers responds to the best way UPFs are described within the media. Typically, they’re “oversimplified” as being “dangerous and unhealthy”, explains Jenkins. However the science is extra nuanced, she says.
The Nova meals classification is usually wrongly interpreted as an indicator of vitamin. It’s not, it measures the extent of processing solely. So when a meals or ingredient falls into Nova class 4 (ultra-processed), it’s then typically deemed unhealthy. “Whereas some are excessive in sugar, salt or saturated fat and ought to be eaten sparsely for these causes, many aren’t and have excessive dietary worth,” says Jenkins.
“By highlighting each the dietary and environmental advantages of our merchandise, we intention to help a extra balanced, evidence-led dialog about the way forward for meals.”
What makes Oatly processed?
Oatly processed oat groats into its drink product, and says it preserves the vast majority of vitamins from the oats themselves.
The corporate then provides unsaturated fat, like rapeseed oil, and add nutritional vitamins and minerals. The system is then homogenised and warmth handled earlier than being packaged. No sweeteners, preservatives or emulsifiers are added.
First Oatly, who’s subsequent?
As an early adopter of on-pack communication round meals processing, Oatly hopes extra manufacturers will really feel assured sufficient to equally interact. In any case, ignoring the UPF problem gained’t make it disappear.
“Misinformation in vitamin – and local weather – has understandably made shoppers cautious, however avoiding the dialog altogether can go away individuals with out the readability they should make knowledgeable choices.”
Additionally learn → What do shoppers actually take into consideration UPF?
Jenkins advocates for extra open, science-based communication throughout the trade, which she expects would assist transfer the dialogue past “simplified” narratives that “clear” labels are good and UPFs are dangerous. It’s the standard of the vitamin that’s vital, in addition to the way it connects to human and planetary well being, she says.
Will some other big-name FMCGs take the leap and add comparable messaging to pack labels? We’ll be watching.
