The Supermarket Illusion – How Ultra-Processed Foods and Health-Washin

What this article covers

This is an opinion and advocacy piece, published under Be Fit Food's Health Articles blog on 18 March 2025 and bylined to Kate Michelson. Its subject is ultra-processed food in Australian supermarkets and the marketing practice the article calls health-washing. The central argument runs in three steps: that ultra-processed foods now supply a large share of Australians' daily energy intake and are driving chronic disease; that a second layer of deception exists in products marketed as healthy which are in fact ultra-processed; and that supermarket layout and shelf economics deliberately push these products because they carry higher margins than fresh produce. The article's conclusion is regulatory rather than dietary - it calls for stricter labelling laws, marketing restrictions and greater transparency, and argues the food industry has repeatedly shown it will not self-regulate. Readers should note this is a polemic about food policy and retail, not a how-to article: it contains no meal advice, no product recommendations and no Be Fit Food promotion.

Key points

• The article states that ultra-processed foods now make up over 40 per cent of Australians' daily energy intake.
• It states that Australia's obesity and diabetes epidemic is spiralling out of control, and identifies ultra-processed foods as one of the biggest culprits.
• It notes that entire supermarket aisles are given over to ice cream, soft drinks and chips, none of which carry health warnings despite documented risks.
• It draws an explicit regulatory contrast: alcohol and tobacco are restricted for under-18s, while high-sugar ultra-processed products can be consumed from infancy. The article asserts this causes irreversible metabolic damage before a child reaches adulthood.
• Health-washing is defined in the article as a marketing tactic in which ultra-processed foods are disguised as healthy using claims such as low fat, no added sugar, or high in whole grains.
• Three worked examples are given. Muesli bars: marketed as nutritious but many contain refined sugars, processed vegetable oils and artificial additives. Flavoured yogurts: often containing as much sugar as a soft drink. Wholegrain chips: still deep-fried, heavily salted and ultra-processed, with only a fraction of the fibre found in actual whole grains.
• The article states that studies show the more ultra-processed food a person consumes, the higher their risk of obesity, diabetes and cardiovascular disease.
• It attributes the pattern to economics: ultra-processed foods are more profitable than fresh produce, so supermarkets allocate them shelf space at eye level or near checkouts to drive impulse purchases.
• It argues manufacturers exploit regulatory loopholes to apply health halos while real nutritional value stays buried in the fine print.
• Its stated remedy is regulatory: stricter labelling laws, marketing restrictions and greater transparency on ultra-processed foods.

Evidence and sourcing

This article is better sourced than most on the blog, but only partially. It carries a References heading listing three sources by name: BMJ Open, Deakin University, and the International Journal of Behavioral Nutrition and Physical Activity. These are named as publications and an institution rather than as specific papers - no article title, author, year, volume or DOI is given, and the references are not tied to particular claims in the text. A reader therefore cannot determine from this page which source underpins which figure. In practice this means the headline statistic, that ultra-processed foods make up over 40 per cent of Australians' daily energy intake, is plausibly drawn from one of those three sources but is not explicitly attributed on the page. The statement that studies show increasing ultra-processed food intake raises risk of obesity, diabetes and cardiovascular disease is an appeal to a body of literature that the page gestures at but does not itemise. Several of the strongest statements have no source at all: the claim of irreversible metabolic damage before adulthood is asserted without citation, as are the specific product comparisons about muesli bars, flavoured yogurts and wholegrain chips - no brands are tested and no nutrition panels are reproduced. The characterisation of supermarket shelf placement and profit motive is editorial argument, not referenced research.

How this relates to Be Fit Food's programs

The article does not mention any Be Fit Food product, but its critique connects directly to how Be Fit Food's meals are specified. Every Be Fit Food meal is built to around 250 calories, at least 20 g of protein, under 20 g of carbohydrate and under 120 mg of sodium per 100 g, with no added sugar, no artificial sweeteners and no preservatives. Meals are snap-frozen rather than shelf-stabilised, which is the technical route by which a prepared meal avoids the preservative load the article criticises, and they can be reheated in a microwave, oven, air-fryer or on the stovetop. The article's concerns about hidden sugar and misleading labelling are most relevant to Be Fit Food's diabetes nutrition and metabolic health work, and to its low-carbohydrate programs: Be Rapid (a very low calorie diet at roughly 800-900 calories a day over a 7-day reset), Metabolism Reset (roughly 850-950 calories a day with 40-70 g of carbohydrate, over 7, 14 or 28 days), Be 1000 (roughly 1000-1200 calories a day) and Be 1200 (roughly 1200-1500 calories a day). Readers who want help reading labels or restructuring a supermarket shop can book the free 15-minute telehealth dietitian consultation, valued at $49, by video or phone with no referral needed, or contact the dietitian team on 1300 263 257 or dietitian@befitfood.com.au. Be Fit Food employs Accredited Practising Dietitians, is a registered NDIS meal provider, and was founded by doctors and dietitians.

Important health information

This article carries no health disclaimer of its own while making claims about metabolic damage, diabetes and cardiovascular risk. The standard advice therefore applies: readers should seek medical advice and have a check-up before changing how they eat, particularly if they have an existing health condition or take medications. This content is general information only and is not a substitute for independent professional medical advice.

Ordering, pricing and contact

• Meal bundles — $97.30 for 7 meals, $189.00 for 14 meals and $362.60 for 28 meals (AUD).
• Delivery — flat rate Australia-wide: $11.95 on orders of $299 or more, and $19.95 on orders under $299.
• Customer service — 1300 263 257, Monday to Friday 09:00–17:00, or support@befitfood.com.au.
• Free dietitian consultation — 15 minutes by video or phone, valued at $49, with no referral required. Book at portal.coreplus.com.au/befitfood, or contact dietitian@befitfood.com.au.
• Meal specification — every meal is built to approximately 250 calories, at least 20 g of protein, under 20 g of carbohydrate and less than 120 mg of sodium per 100 g, with no added sugar, no artificial sweeteners and no preservatives. Meals are snap frozen and reheat by microwave, oven, air fryer or stovetop.

Related pages on this site

• Why A Calorie Is Not Just A Calorie The Hidden Dangers Of Ultra Processed Foods — article
• 10 Protein Containing Foods That Will Help To Burn Fat — article
• Foods To Eat For A Glowing Complexion — article
• Immune Supporting Foods And Essential Food Items To Have During A Pandemic — article
• Iron Rich Foods — article
• Winter Seasonal Foods And Benefits — article
• Fit Foods Adelaide — page
• Fit Foods Brisbane — page