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FEBRUARY 23, 2023|FOOD AND DRINK


The Truth About Food Addiction and a New Food Classification System


If plastic was edible, that would pretty accurately describe the taste of Babybel's plant-based version of their popular snack pucks. My unfortunate trial of this "cheese alternative" was a great reminder that just because something is plant-based doesn't necessarily mean it is good for you.

In WIRED, there was an article about the movement of scientists to develop a new way of classifying food based on the amount of processing it has had before making its way to a consumer. The so-called NOVA system breaks food down into four categories:

"Least worrisome are minimally processed foods, such as fruits, vegetables, and unprocessed meats. Then come processed culinary ingredients (oils, butter, and sugar), and after that processed foods (tinned vegetables, smoked meats, freshly baked bread, and simple cheeses), substances to be used carefully as part of a healthy diet. And then there are ultra-processed foods."

The ultra-processed foods can often include foods that are marketed as plant-based and healthy. What distinguishes them isn't just the fact that they require a lot of processing, but that they are often manufactured to be addictive ... so you crave and continue eating more and more of them.

It's hard to imagine anyone craving Babybel's tasteless plastic discs, but other foods can be dangerously appealing. Estimates show ultra-processed foods might make up 60% of the average American's diet. Growing research in this space is leading several countries (Brazil, France, Israel, Ecuador, and Peru) to make NOVA part of their dietary guidelines. As more research emerges, we will likely continue to see more countries do the same.

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This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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