Simple Mills secures Non-UPF verified certification
The independent verification covers 20 Simple Mills items and affirms that those products meet the new standard’s criteria for minimal industrial processing and the absence of hyper engineered additives.
USA – Simple Mills, a leading better-for-you snack brand, has achieved a significant milestone by securing Non-UPF Verified certification for 20 of its products, positioning it among the first in the industry to meet the new Non-GMO Project standard.
The certification verifies that these items, spanning crackers, cookies, bars, and baking mixes, are made primarily from minimally processed ingredients and are free from hyper-engineered additives and excessive industrial processing.
This move addresses growing consumer concerns, as 70% of shoppers struggle to identify ultra-processed foods (UPFs) on shelves, offering much-needed transparency in a market flooded with complex formulations.
Katlin Smith, founder and CEO of Simple Mills, emphasized the brand’s long-standing commitment to clean, nutrient-rich foods.
“From day one, we set out to make food differently, using simple ingredients that deliver exceptional taste, texture, and nourishment,” Smith stated.
Acquired by Flowers Foods in 2025, Simple Mills participated in the Non-UPF pilot program, leveraging over a decade of ingredient expertise to help shape the standard alongside the Non-GMO Project.
Simple Mills’ purposeful approach to food design is proof that snacks can be minimally processed, nutritious, and delicious at the same time.
Products must adhere to strict criteria: primarily minimally processed components, no prohibited additives, and avoidance of high-impact techniques like heavy emulsification or extrusion.
The certified lineup represents 40% of Simple Mills’ portfolio, with the company submitting its full range for review and anticipating verification for most, if not all, items later this year.
This aligns with rising demand for healthier snacks amid health organizations linking UPFs to issues like obesity and metabolic diseases.
The Non-UPF Verified mark, part of the Food Integrity Collective, builds on the trusted Non-GMO Project Butterfly label, now on over 63,000 products since 2007.
Simple Mills’ achievement underscores a broader industry shift toward minimal processing and clean-label innovation, empowering consumers to choose snacks that nourish without compromise.
As UPF scrutiny intensifies globally, this certification sets a benchmark for competitors, potentially reshaping retail shelves and formulation strategies.
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