Across more than 100 high-quality longitudinal studies and experimental trials, high UPF intake is linked with obesity, type 2 diabetes, hypertension, heart disease, kidney di ease, depression, gastrointestinal disorders, and higher all-cause mortality. Evidence suggests that UPFs are associated with these diseases independent of nutrient content. UPFs are industrial formulations designed to create hyper-palatable products that promote overeating. Exposure to harmful additives and intake of toxic compounds add to harm.

The Lancet says the UPF industry is a key driver of the problem, blocking regulation. Please explain.

The Series documents how UPF corporations have adopted a political playbook similar to the tobacco industry to protect profits. This includes lobbying to delay or weaken regulations, presenting themselves as “partners” in government policy, casting doubt on scientific evidence on UPFs, resisting consensus definitions of UPFs, opposing front-of-pack warning labels, and pushing for voluntary codes rather than binding regulations. All this to facilitate aggressive marketing and saturate the market. Corporate interference is thus a major barrier to effective public-health policy globally, including in India.

Is UPF consumption driven by aggressive marketing and celebrity influence?

Absolutely. It is engineered through an environment of relentless promotion. Children and adolescents are targetted through TV, OTT platforms, YouTube, sports sponsorships, influencer marketing, celebrity endorsements and cartoon characters and mascots. Moreover, there are low-budget packets costing `5 and `10 and ‘Buy One Get One (BOGO) free offers’. Such schemes make UPFs accessible across incomes and geographies. UPFs are now deeply embedded in urban and rural markets. Marketing makes them appear modern, convenient, and aspirational, even though they are nutritionally poor.