Dive Brief:
- California lawmakers approved a "non-ultraprocessed certified" seal for food manufacturers under a landmark state measure. It also requires grocers to more prominently display cleaner label options for consumers.
- The bill, which still needs the governor's approval, establishes a certification process for a voluntary label that can be used on products that do not fall under the state's definition of ultraprocessed foods established last year.
- The legislation comes as more third-party certifiers debut non-ultraprocessed labels for food companies, often with conflicting definitions on what makes a product clean label.
Dive Insight:
Modeled after the "USDA Organic" seal, California's non-ultraprocessed label is meant to provide consumers with a "trustworthy way to identify healthier options," according to bill sponsor Assemblyman Jesse Gabriel.
“Like the USDA Organic label, this new seal will provide consumers with clear, trustworthy information and make it easier for them to locate healthier foods that are free from harmful additives," Gabriel said in a statement. "Parents shouldn't need a Ph.D. in chemistry to understand what they’re feeding their kids."
Last year, California became the first state in the nation to define and ban ultraprocessed foods. It came as more consumers and the Make America Healthy Again movement scrutinize ingredients and more clearly link processed foods to negative impacts on public health. California defines foods as ultraprocessed if they contain an additive such as flavoring or emulsifiers, or are high in saturated fat, added sugar or sodium.
While California does not lay out specifications for what makes a food non-ultraprocessed in its new certification, the measure says that foods cannot bear the seal if they meet the state's definition of ultraprocessed.
The California label would add to a growing list of non-ultraprocessed seals available for food manufacturers to position their products as healthier. Other options include the Non-UPF Verified Standard from the Non-GMO Project and the Non-UPF Certified seal from the nonprofit Non-UPF Program.
As more labels hit the market, some consumer welfare groups have warned these seals could confuse shoppers as they rely on different definitions and verification methods. The Center for Science in the Public Interest said labels have inconsistent approaches and in some cases, lack strong nutrition criteria, which could incentivize companies to use the non-UPF certification even when they have too much sugar or sodium to qualify for the "FDA Healthy" label.
"If your primary goal is instead to seek out minimally processed foods or eat more healthfully overall, there are better approaches than looking for foods with non-UPF labels," CSPI said.
