A groundbreaking University of Auckland study has revealed ultra-processed food companies are deliberately engineering and marketing products to keep people craving more, despite widespread awareness of the health risks.
The research found so-called junk foods are not simply popular because of taste or convenience, but because they are part of a sophisticated system designed to influence human biology, behaviour and consumer habits.
Led by Dr Joshua Clark, the study reviewed ten years of international research and mapped how ultra-processed foods are strategically formulated, marketed and positioned to maximise consumption.
Researchers identified multiple “reinforcing feedback loops” that drive people to repeatedly purchase and consume these products, which are believed to make up around half of the average New Zealander’s diet.
The findings, published in Obesity Reviews, come amid growing global concern over rising obesity, diabetes, heart disease and other chronic illnesses linked to ultra-processed foods.
The study found companies use a combination of tactics including high levels of sugar, fat and salt to trigger cravings, targeted online advertising, child-focused branding, strategic store placement and processing methods that suppress the body’s natural feeling of fullness.
Researchers say these interconnected strategies create an environment where unhealthy food becomes the easiest, most visible and most rewarding option for consumers.
The study argues the issue is not simply about personal responsibility, but about systems intentionally designed to encourage overconsumption.
Professor Boyd Swinburn says New Zealand has failed to introduce policies already widely adopted overseas to reduce consumption of ultra-processed products.
More than 120 countries now have taxes on sugary drinks, while nations including Brazil, Chile and Colombia have introduced stricter advertising rules, warning labels and regulations limiting ultra-processed foods in schools.
Researchers say New Zealand currently has no major strategy in place to address growing concerns over junk food consumption and obesity rates.
The study also highlights links between the ultra-processed food industry and tactics once used by tobacco companies, including the use of flavour science and marketing techniques aimed at children and vulnerable consumers.
Researchers warn social norms, daily routines and even the brain’s reward systems are increasingly shaped by the constant presence and promotion of ultra-processed foods.
The authors are calling on governments to adopt stronger World Health Organization recommendations including sugary drink taxes, advertising restrictions and clearer nutrition labelling to help rebuild healthier food environments.
They say greater public awareness and political action are urgently needed to reduce the long-term health impacts of ultra-processed food consumption.
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