Food processing has existed for centuries, yet today it is increasingly under scrutiny. After all, when people hear "processed," they immediately think "ultra-processed."
NOVA has become the latest buzzword gaining momentum, and ultra-processed foods are often portrayed as the primary culprit in the debate on nutrition and health.

But how robust is the model behind the hype? Does this focus on processing actually help consumers make better choices? Does it guide policymakers toward better regulations? Are experts uncovering new insights that previous dietary recommendations overlooked? And how strong is the link with diet-related diseases, really?

As we explore these questions, we will also examine why the concept has become so influential. By better understanding its appeal, the food industry can contribute greater nuance and a more positive narrative to what has become an increasingly emotional debate.