Ultra-Processed Foods and Tobacco Strategies
The latest issue of the American Journal of Public Health delves into ultra-processed foods (UPFs) and reveals that major tobacco companies applied strategies from their cigarette sales tactics to market these foods, including products like Lunchables aimed at children.
There are notable similarities between UPFs and cigarettes—not just in formulation and marketing strategies that encourage excessive consumption, but also in the increasing evidence linking UPFs with various health issues. These health concerns include cardiovascular diseases, specific cancers, and deteriorating cognitive health.
In a press briefing, Cindy Leung, a public health nutrition professor at Harvard, pointed out that diets rich in UPFs were associated with a 58% greater risk of dementia, a 46% increased risk of mild cognitive impairment, and a 47% higher chance of facing either of these outcomes. She stressed that these results stem from observational studies; conducting clinical trials on nutrition can be complicated. However, she believes the findings are significant and “biologically plausible,” suggesting there are sound theories explaining why UPFs may lead to these health issues.
Leung and several other experts who contributed to this AJPH issue shared their insights during the briefing. Their research builds on a recent study published in Milbank Quarterly that illustrated how tobacco companies like RJ Reynolds and Philip Morris utilized tactics from their cigarette marketing to promote ultra-processed foods after acquiring brands like Nabisco and Kraft. This included fine-tuning carbohydrate and fat formulations for quick satisfaction, enhancing “hedonic impact,” and devising products that deliver a fast reward that quickly diminishes, prompting consumers to seek more.
Tera Fazzino, a psychology professor specializing in addiction research at the University of Kansas, mentioned that she studied over 100 previously confidential industry documents from the tobacco sector. She concluded that the same strategies used to grow their tobacco profits were applied to their food enterprises. Not only did they reuse old marketing tactics, but they aggressively acquired smaller food brands too.
Fazzino noted how “king-sized” food items mirrored “king-sized cigarettes.” She elaborated on how light cigarettes aimed to retain customers who were wary of health risks and how similar strategies were implemented to create “light” and “reduced-fat” UPF options.
Lunchables, a popular food brand for kids, were also developed using these tobacco strategies, according to Laura Schmidt, a health policy professor at UC San Francisco. After Philip Morris acquired Kraft in 1988, Lunchables were launched nationally almost immediately.
Schmidt explained that product designers at Philip Morris employed a technique called consumer-driven product development, utilizing psychological insights to tap into consumers’ unconscious desires and needs. Lunchables were crafted to satisfy children’s inherent need for independence, autonomy, and play.
Marion Nestle, a renowned nutritionist and public health professor emerita at New York University, commended the “Make America Healthy Again” movement for spotlighting UPFs, though she acknowledged that it occasionally falters due to its emotional rather than scientific approach. Lindsey Smith Taillie, a nutrition professor at the Gillings School of Global Public Health, echoed these thoughts, stating that the movement deserves recognition for shifting the focus from personal accountability to the food industry as the main issue, particularly in marketing to children.
Nonetheless, Nestle and others expressed concern that recent policy changes under the Trump administration could worsen the situation. They highlighted missed opportunities for positive reforms, like redirecting government corn subsidies toward whole fruits and vegetables. These subsidies have led to a heavy reliance on high fructose corn syrup—a common ingredient in many UPFs. Although the Supplemental Nutrition Assistance Program (Snap) could help people afford whole foods more easily, Nestle remarked that the current administration seems intent on reducing Snap enrollments, which is counterproductive.
Since Kraft launched Lunchables under Philip Morris, it has transitioned into an independent entity that merged with Heinz, forming Kraft-Heinz. Philip Morris has rebranded itself as Altria.
There has been no response from Altria or Kraft-Heinz regarding inquiries on this matter.
