Nutritionists warn against over-reliance on ultra-processed ‘healthy’ foods

Health experts are warning consumers that ultra-processed foods marketed with labels such as ‘fit’, ‘zero sugar’, or ‘high protein’ should not replace varied meals consisting of whole or minimally processed foods. While the Brazilian market for natural, organic, and functional products exceeds R$ 15 billion annually—with protein-based products specifically projected to reach R$ 3.1 billion by 2028—nutritionists emphasize that these labels are not a guarantee of nutritional quality.

A study published in The Lancet associates frequent consumption of ultra-processed foods with an increased risk of chronic diseases, including obesity, type 2 diabetes, and cardiovascular issues. Nutritionists recommend using the NOVA classification and the Brazilian Food Guide to make informed choices, prioritizing fruits, vegetables, and grains over products that rely on marketing claims to imply healthiness.

Additionally, there is a growing trend of anxiety regarding daily protein intake goals. Experts note that while protein is essential for muscle maintenance and tissue construction, nutritional needs vary by individual. The obsession with ‘high protein’ labels in products ranging from yogurts to water has led to misconceptions that a diet is only healthy if it is hyperproteic.