[KempyKolibri]

I'm torn - the anti-UPF crowd is increasingly tying themselves up in knots with this kind of thing. Potentially this causes even more public confusion and avoidance of yet more perfectly healthy things because they're understandably lost trying to navigate what the orchestrators of the moral panic around UPFs, artificial colours, non-organic foods etc claim they should eat. I see people swapping wholemeal UPF bread in favour of homemade white bread on social media all the time already!

In an ideal world IMO this would lead to people getting fed up and going back to the dietary heuristics we had before this fad (HFSS, etc). Unfortunately I suspect this will _actually_ result in increasing distrust/refusal to engage with dietary guidelines entirely, and if we do ever identify a novel mechanism by which certain UPFs cause harm that we weren't aware of, no one will engage with it because they're totally exhausted from the current debacle.