Several new front-of-pack (FOP) labelling proposals are emerging that could change how “ultra-processed” foods are identified. While much of the debate centers on packaged foods, seafood companies need to monitor these developments – especially for value-added and processed seafood products.
Why the Rush Toward UPF Labelling?
Consumers and regulators are increasingly paying attention to how foods are processed – not just what’s in them. New label frameworks aim to give shoppers immediate cues if a product falls into the “ultra-processed food (UPF)” category, shifting the conversation from nutrient content alone to production methods and ingredient interventions. (FoodNavigator.com)
Because many seafood products – think surimi, fish sticks, battered fillets, seafood analogues – undergo extensive processing, the seafood sector is likely to feel the effects of these labelling changes.
Label Models Under Consideration
Here are three leading UPF labelling approaches under discussion that seafood producers should watch closely:
1. Nutri-Score v2.0 + Black Ring
A variation on the familiar Nutri-Score (grades A–E), this approach would surround the logo with a black ring if the product meets an ultra-processing threshold. In trials, this version nudged consumers toward “healthier” choices and increased awareness about processing vs. nutrient content. (FoodNavigator.com)
Challenge for seafood: What happens if a product scores well nutritionally but is still considered ultra-processed? Could the ring confuse consumers or reduce trust in the FOP label?
2. UPF Warning Labels
Some Latin American countries already use black octagonal labels to flag high sugar, salt, or saturated fat levels. A similar approach is being tested to explicitly flag UPFs. In one study, adding a UPF warning did not significantly change purchase intention beyond the impact of existing nutrient warning labels. (FoodNavigator.com)
Implication for seafood: Products with heavy processing (binders, additives, coatings) could attract negative attention even when their raw material is a healthy fish.
3. “Non-UPF Verified” / Minimal-Processing Labels
Rather than flagging a product as ultra-processed, this model promotes products that meet minimally processed criteria. A U.S.-based pilot is underway via a certification mechanism built by the Non-GMO Project team, referencing additive regulations and emerging proposals. (FoodNavigator.com)
For seafood, this could incentivize transparent formulation, cleaner ingredients, and simpler processing steps.
Risks, Complexities & Industry Considerations
Blurred Lines & Consumer Confusion
Ultra-processing is not a black-and-white definition. Even positive foods (e.g. fibre-fortified goods) may be flagged. If a fish fillet gets a “black ring” despite a favorable nutrient profile, consumers may struggle to interpret the signal – or even disregard FOP labels altogether. (FoodNavigator.com)
Labels vs. Systemic Change
Many experts argue that labels alone cannot drive lasting shifts in consumer diets. A more effective route could be adjusting the food environment (e.g. reformulating defaults, restricting UPF in public settings) so that “better choices” happen by default. (FoodNavigator.com)
For the seafood industry, that may mean reformulating meat-meets-seafood analogues, investing in processing innovation, or reconsidering ready-to-eat offerings.
Regulatory Landscape & Policy Developments
Some countries are considering embedding UPFs into national dietary guidelines or proposing UPF taxation schemes. (FoodNavigator.com)
Seafood players should watch for region-specific rules – especially in major markets like the EU, Latin America, and parts of Asia – which may adopt different labelling regimes.
What Should Seafood Enterprises Do Now?
- Run internal assessments: Audit which of your products might meet “ultra-processed” thresholds under emerging definitions.
- Model dual-label scenarios: Evaluate how your branding or shelf appeal might shift if a warning symbol or ring is added.
- Reformulate proactively: Where feasible, reduce additives, simplify ingredients, and adopt cleaner processing to qualify for minimal-processing credentials.
- Engage in policy dialogue: Participate in regulatory consultations and industry associations that shape labelling rules.
- Communicate transparently: Educate consumers about processing steps, ingredient integrity, and your rationale – so they understand what “processed” means in seafood contexts.