April 15, 2026: Ultra-processed foods have been in the headlines a lot in recent years, but what do consumers really know and think about them? In this lunch session, we'll dive into the data behind ultra-processed foods. What foods do consumers consider to be ultra-processed? What are the trade-offs consumers are willing to make when it comes to food processing? Are there generational differences? We'll connect this data to deeper consumer needs around clean labels, simple ingredients, the demand for "real" foods," and general consumer skepticism around the food industry as a whole. We'll close with clear thought-starters and recommendations for research chefs to consider as they develop new products in the future.4