Amy's Kitchen launches national campaign targeting ultraprocessed food myths

Amy's Kitchen has launched a national marketing campaign to educate consumers on the definition of ultraprocessed foods, according to Food Dive and Marketing Dive. Food Dive reported that the privately owned packaged food manufacturer aims to position minimally processed foods as a better value over time and as a healthy, convenient alternative. [1][2]

The campaign follows the company receiving a Non-UPF Verified certification from the Non-GMO Project, Food Dive reported. The Non-GMO Project is the organization responsible for the non-GMO verification label used in grocery stores. [1]

Amy's Kitchen is a family-owned American business based in Petaluma, California, that manufactures organic, vegetarian, and non-GMO convenience and frozen foods. Founded by Andy and Rachel Berliner, the company was incorporated in 1988 and named after their daughter, Amy. [3][4]

The initiative follows action by federal regulators earlier this month. As FTMQ Food reported earlier, the FDA and USDA submitted a proposed federal definition for ultraprocessed foods to the Office of Management and Budget to establish a standardized research framework. [5]