We don't eat ultra-processed food because we're forced to but because we like them they're tasty. 70% of children's meals in the UK are ultra- Processed and that same food will have a label on it that says low in calories low in fat you know is good for you. It has exactly the same effects on you in that you're overeating rubbish that has very little nutritional value. The biggest con that we're seeing is that these unhealthy foods which are cheap and tasty and irresistible but extremely unhealthy for us are being marketed with impunity.

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