Recently I was offered a cupcake with some friends and as we're close to Halloween it was of course, a Halloween style food.

Look at the packaging, the colours and the style. Who is this food clearly aimed at?

Despite the awful photo I've taken, clearly this food is aimed at children.

Bright colours, fun logos and of course, Halloween is essentially a kids holiday.

And it's a UPF manufacturers dream.

Check out the ingredients on these cupcakes.

Green Cupcakes Ingredients:

• Sugar

• Vegetable Oils (Rapeseed, Palm Kernel, Coconut)

• Wheat Flour (Wheat Flour, Calcium Carbonate, Iron, Niacin, Thiamin)

• Pasteurised Egg

• Water

• Dried Glucose Syrup

• Whey Powder (Milk)

• Humectant (Glycerol)

• Modified Maize Starch

• Raising Agents (Potassium Hydrogen Carbonate, Disodium Diphosphate)

• Plant, Fruit and Vegetable Concentrates (Safflower, Spirulina, Lemon, Apple, Carrot, Sweet Potato, Radish, Hibiscus)

• Flavouring

• Emulsifiers (Mono- and Diglycerides of Fatty Acids, Polyglycerol Esters of Fatty Acids)

• Preservatives (Potassium Sorbate, Calcium Propionate)

• Rice Flour

• Glucose Syrup

• Acidity Regulators (Monocalcium Phosphate, Potassium Hydroxide)

• Maize Starch

• Colours (Anthocyanins, Beetroot Red, Mixed Carotenes)

• Invert Sugar Syrup

• Thickeners (Xanthan Gum, Acacia Gum)

• Fat Reduced Cocoa Powder

• Stabiliser (Xanthan Gum)

• Glazing Agent (White and Yellow Beeswax)

White Cupcakes Ingredients:

• Sugar

• Vegetable Oils (Rapeseed, Palm Kernel, Coconut)

• Wheat Flour (Wheat Flour, Calcium Carbonate, Iron, Niacin, Thiamin)

• Pasteurised Egg

• Water

• Dried Glucose Syrup

• Whey Powder (Milk)

• Humectant (Glycerol)

• Modified Maize Starch

• Raising Agents (Potassium Hydrogen Carbonate, Disodium Diphosphate)

• Flavouring

• Emulsifiers (Mono- and Diglycerides of Fatty Acids, Polyglycerol Esters of Fatty Acids)

• Preservatives (Potassium Sorbate, Calcium Propionate)

• Rice Flour

• Glucose Syrup

• Acidity Regulators (Monocalcium Phosphate, Potassium Hydroxide)

• Maize Starch

• Colours (Anthocyanins, Beetroot Red, Mixed Carotenes)

• Invert Sugar Syrup

• Thickeners (Xanthan Gum, Acacia Gum)

• Fat Reduced Cocoa Powder

• Stabiliser (Xanthan Gum)

• Glazing Agent (White and Yellow Beeswax)

Let's take a look at the potential side effects of some of these ingredients for an ultra processed food aimed at children

1. Palm Kernel Oil and Palm Oil: These oils are not inherently harmful when consumed in moderation. However, their production has significant environmental concerns. Extensive palm oil farming can lead to deforestation, habitat destruction, and climate change. Health-wise, when consumed in large amounts, palm oil can raise LDL (bad) cholesterol.

2. Glycerol (as a humectant): Generally recognized as safe when used in food. However, when consumed in large amounts, it can have a laxative effect.

3. Modified Maize Starch: This is a processed form of corn starch, which might not be a concern on its own. However, if the maize (corn) is sourced from genetically modified (GM) crops, some people try to avoid it due to concerns about GM foods. Scientific consensus currently holds that GM foods are safe to eat, but there's debate among certain groups.

4. Potassium Sorbate and Calcium Propionate (preservatives): These are common food preservatives. Some people may have allergic reactions to them, although this is rare. There's ongoing research on the long-term effects of many preservatives, but most are considered safe in the amounts typically found in food.

5. Artificial Colours like Anthocyanins and Beetroot Red: Some artificial colors have been linked to behavioral problems in children, although the evidence isn't consistent. It's worth noting, however, that anthocyanins are also natural pigments found in many fruits and vegetables and have antioxidant properties. Beetroot Red is also a natural colorant.

6. Emulsifiers like Mono- and Diglycerides of Fatty Acids: There's some emerging research that suggests certain emulsifiers might negatively affect gut health, potentially leading to inflammation and metabolic disorders. However, this research is in its early stages, and more studies are needed - see

7. Glazing Agents like White and Yellow Beeswax: Generally considered safe, but there might be concerns for vegans or those allergic to pollen or bee products.

8. Soya Lecithin: Used as an emulsifier, it's derived from soybeans, which are often genetically modified. Those with soy allergies or sensitivities should avoid it. There is some evidence that suggests that dietary emulsifiers, including soy lecithin, can alter the composition and activity of the human gut microbiota

It's not just about side effects though - it's about consumption

The third tenant of Ultra Processed Freedom is-

"UPF exists to increase consumption and increase profit for the benefit of the manufacturer and it's shareholders"

The goal of ultra processed food, is to make the consumer increase the volume of food that they consume AND increase the amount of money they spend on food products.

Increasing the amount of money the consumer spends, is done in two ways:

1. Proprietary UPF products come at a price premium - a vegan targeted UPF product can charge 100x more than a single pepper for example

2. By increasing the physical amount of food that is consumed. Ever seen a kid turn down more Halloween sweets and cakes?

Halloween is essentially a gateway to a lifetime of future UPF consumption.

Children are introduced to hundreds of new UPF products through advertising and good ol' fashioned giveaways.

It's not just sweets and candy...

Fast food like KFC, Burger King and McDonalds cash in on Halloween.

Supermarkets, delivery companies, grocery stores, restaurants.

EVERYONE cashes in on the Halloween holiday and they all target kids to consume more chemical food replacements.

It preys on group mentality and peer pressure. If everyone is consuming more because of a holiday, you are both more likely to consume UPF and justify and come up with excuses to consume.

And then, you're way way more likely to encourage children to consume UPF.

And it's not just kids too

As adults, we like to think we're above all this stuff.

We're "too clever" to fall for ads.

Except when we're not. Because we fall for UPF ads all the time.

Halloween is a holiday entirely designed around the consumption of UPF products.

It's sole purpose is to increase consumption, introduce a new wave of consumers to UPF and make UPF unhealthy foods acceptable and even encouraged to eat.

So no more fun for kids?

Look I hate being that guy as much as you hate reading about it.

I want children to enjoy a community orientated festival and holiday as much as anyone.

I really don't like being a Grinch - because Halloween isn't alone.

Valentines, Christmas, Easter...they all have UPF products focused on on the holiday and are designed to create massive consumption for their customers and consumers.

But imagine knowing how harmful some of these chemicals are (and they are harmful) in a few years time and encouraging children to still eat it.

It'd be like giving out cigarettes to kids instead of candy and sweets.

Sources for ingredient facts:

1. Palm Kernel Oil and Palm Oil:

   • World Wildlife Fund on Palm Oil

   • Harvard Health on fats

2. Glycerol (as a humectant):

   • FDA on Glycerin

3. Modified Maize Starch:

   • World Health Organization on GM foods

4. Potassium Sorbate and Calcium Propionate (preservatives):

   • FDA on Food Additives & Ingredients

5. Artificial Colours like Anthocyanins and Beetroot Red:

   • FDA on Food Dyes

   • Healthline on Natural Food Coloring

6. Emulsifiers like Mono- and Diglycerides of Fatty Acids:

   • Study from Nature on emulsifiers and gut health

7. Glazing Agents like White and Yellow Beeswax:

   • Healthline on Beeswax

8. Soya Lecithin:

   • Healthline on Soy Lecithin