superloaf, an ultra-processed product marketed as “healthy”.

Superloaf, an ultra-processed product marketed as “healthy”.

August 20, 2024

The nightmares of ultra-processed foods Many consumers. The commentators Have you been warned?Some people are calling for a tax on UPFs because they are dangerous. (Although many say that is not a good idea). Implementation is almost impossible). The World Health Organization is not exempt. Tied themThe high number of deaths.

Others have a different opinion. Criticize the usefulnessOthers have argued that there is no need for categorization and that the most common Nova classification system does not work. More worriedThe difference between industrial processing and domestic processing is not the same as processing.

Modern Baker, a biotech company specializing in breads, has launched Superloaf. The product is not afraid to call itself ultra-processed while also emphasizing its nutritional density.

Superloaf is a UPF.

The Nova classification system is used to classify ultra-processed foods. Foods are classified according to the level of processing they have undergone and the type of equipment required.

Ken Potts, Modern Baker's chief technology officer, told FoodNavigator that "Superloaf has been deliberately classified as a Nova Group 4 product. This is what makes the bread so revolutionary, but also highlights the limitations of the Nova system."

He suggested that the Nova classification should not be used as a means of influencing policy. The Nova classification was never intended to influence policy. Its sole purpose was to show how certain dietary habits could have negative effects on health.

Potts said the nutrient profiling model (NPM), which focuses on reducing “certain ingredients” like sugar, salt and saturated fat, is a system that “clearly hasn’t worked.” Instead, Modern Baker advocates a “health plus” approach by adding more nutrients, rather than subtracting them.

Superloaf – a healthy food

Potts claims that Superloaf contains more fiber than a 100 % whole wheat loaf.

– Optimized to improve intestinal and digestive health.

The product is optimized to minimize the negative effects of refined carbohydrate consumption, including calorie absorption as well as glycemic response.

What are the benefits of a UPF?

Potts says that while UPF critics have a right to draw attention to how our current food system is making us sick, their "practical solutions to this problem are weak."

He said people are focusing on the wrong things. The problem is not the food processing itself, but rather What is the best way to contact you?We transform.

Processing is not the problem, but the products produced by this system are nutrient deficient. It is more important to examine the motivations behind the process than the processing itself. The primary goal of most food producers is to produce food at low cost and increase sales through overconsumption.

Potts believes that such a motive can be changed. Potts believes that such a motivation can be changed.

Superloaf is a good example of a nutrient-dense food, even though it is technically “ultra-processed.” The nutrient profile includes dietary fiber, bioactive plant compounds, and fermentation, which Potts says are “more typical of Nova Group 1 foods or Group 3 products.”

Potts says the bread has been optimized for gut health and to reduce the negative metabolic effects of consuming refined carbohydrates. This includes reduced caloric intake and glycemic response.

Potts said the product was made with white flour, but had more fibre and a wider range than the 100 % wholemeal bread.

Even homemade bread that doesn't contain UPF is supposed to have health benefits. Potts said it's a huge myth to think that homemade bread or artisan breads are automatically healthy.

Most are not fermented in a healthy way. “Even homemade bread made with whole-wheat flour does not contain as much fiber as Superloaf, which is available on the mass market.”

What is the process?

Potts says the Superloaf can be made with the same machines used to make the vast majority of the world's bread.

This brand uses a processing technique that allows it to avoid adding additives such as artificial colors and flavors. Chemical pulp conditionersShelf life extenders are often added to high volume breads.

It’s also scalable. The scalability of the Superloaf is an important part of its design. We’ve conducted groundbreaking research to rethink industrial breads (and the entire baking industry) in a way that’s positive for health without having to change the $1T$ capital expenditure already invested globally. Potts said the Superloaf is not only a huge improvement for health, but it’s also good for food producers and good for the environment.

en_USEnglish