How to Fix Processed Food

Sit still, and lawsuits and labels define you. Move early, and you define the category.

I have spent the last month hanging around Washington, and this is what I learned. There is growing, unyielding pressure from the market, investors, and Washington for reformulating processed food products. It will be some combination of influencers, MAHA, the trial bar, and consumer demand. A redux of Oreo Reese's cups is a momentary lapse of judgment. Real and substantial pressure is coming.

The MAHA report is expected to be released soon, likely early next week. The new dietary guidelines already lean toward fiber and protein, with a hard shift away from fructose. Regulators are talking about new front-of-pack warnings: "This product contains fructose and may increase diabetes risk." GRAS changes will be used to bring more pressure. GLP-1s are hollowing out the snack aisle. Lawyers, fresh from Round Up wins, are seeking sugar and chemical liability cases in state courts.

The Logic

Processed food needs to move fast.

CPGs can't fix this with a marketing veneer. The only path is to…