ZOE Science & Nutrition Why the ‘big food’ industry is killing us – and how to fight back | Prof. Brian Elbel and Prof. Tim Spector
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May 8, 2025 
Join Professors Brian Elbel and Tim Spector as they expose the dark underbelly of the 'big food' industry. Brian, a population health expert, and Tim, a renowned epidemiologist, discuss how ultra-processed foods are strategically marketed to prioritize corporate profits over health. They debunk common food myths, unveil the shocking rise of unhealthy eating choices, and provide actionable tips to navigate misleading labels. Plus, they explore the vital role of technology, like the ZOE app, in helping consumers reclaim their health.
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UPFs Dominate Modern Diets
- Ultra-processed foods (UPFs) now comprise over half the average diet and are linked to obesity and early death.
- UPFs are engineered to be irresistibly tasty and overconsumed through added chemicals and hyper-palatability.
UPFs Designed to Overeat
- UPFs are industrially made foods with ingredients unrecognizable in home kitchens.
- They are designed to encourage overeating, often addicting a subset of consumers.
Food Landscape Has Drastically Shifted
- The food landscape has shifted from fresh foods on supermarket edges to highly processed convenience foods.
- Unhealthy foods have become cheaper and more available, while marketing heavily targets children.