It’s hard to remember a time before the terms ‘minimally processed’, ‘unprocessed’, ‘heavily processed’ and more recently – ‘ultra-processed’ – became part of the everyday language we use to describe the food we eat. Yet ‘processing’ – a broad term applied to everything from canning, freezing, packaging or preserving food – has become the latest nutritional moral panic and a key consideration for shoppers when they enter your convenience store.
A recent study by Gousto found that 84% are ‘aware’ of ultra-processed foods, but are they really ‘aware’ of the nuances? And if so, are your shoppers actively trying to avoid the right things?
In the same study of 3,000 respondents, 65% claim these foods are ‘too difficult to avoid’ and 53% admitted they were ‘unsure whether they’re buying ultra-processed foods when food shopping or eating out’. With more than half of consumers confused, retailers have a huge opportunity to be the voice of authority and drive loyalty through building trust around this issue.
Wherever shoppers are on the topic of processed foods, it’s essential that retailers can meet them where they are and guide them towards the products that align with their needs and values, without alienating consumers or being seen as ‘too preachy’.
Buying minimally processed foods is easier than people believe. At Epicurium, we offer many popular brands, such as Cawston Press and Bio & Me, which use minimal ingredients and ensure the ones they do are organic and responsibly sourced.
By stocking a non- or less-processed choice in each key category, retailers can make sure there is something for everyone. Here we explore how you can put together a strategy for capturing processed-conscious shoppers and speak to two retailers about how they are meeting their customers’ needs.
What are processed foods?
The first step is to understand what exactly a processed food is and at what point it becomes ‘ultra-processed’. Put simply, a processed food is any food that has been changed in some way during its preparation. Unprocessed or minimally processed foods are simply the edible parts of plants and animals, served as closely to their natural state as possible.
The BBC categorises unprocessed or minimally processed foods as anything altered by processes, such as drying, chilling, freezing, boiling or roasting. Minimally processed foods include pasta, couscous, dried fruit, pasteurised plain yogurt and milk.
‘Ultra-processed foods’, by contrast, contain ingredients with long names that would be unlikely to be found in a kitchen cupboard. Often high in fat, salt and sugar, these products contain enhancers and preservatives that reduce production cost and increase shelf life. In many ways, they’re a modern miracle and a lifeline for families who are on a budget, but their overconsumption has been linked to a plethora of mental and physical conditions, which consumers are becoming more familiar with.
Checking ingredients
Retailers report they are spotting their customers checking food labels in store more often and seeking out the ‘healthier’ choice rather than compromising on their desired product entirely. For example, shoppers are more likely to choose a drink that contains real fruit juice rather than go without or buy a meat product with ‘100% meat’ claims on pack versus the competition – if their budget allows.
This is the change that Jeet Bansi, owner of Meon Vale Londis in Stratford-upon-Avon, is noticing. “Customers are becoming picky about what’s in their day-to-day purchases,” he says.
“Take sausages, for example. Some lines have a small amount of meat content and customers are becoming more concerned about that. But our local range has 89% pork and the rest is water, which shoppers are more comfortable with.”
Bansi, however, knows that it’s not all customers looking for this, which is why he stocks both to give them the choice.
Where ‘minimally processed’ becomes trickier is in snacking, as by its very nature, snacks tend to take on forms that are not exactly ‘natural’. If you’re looking to extend your range of minimally processed products, we recommend focusing on the specialist brands that make this messaging part of their brand ethos.
The Bear Fruit range, for example, is minimally processed and communicates its clear health benefits for parents to see easily on pack. It is made only with whole fruit and vegetables that are gently dried at a low temperature, without any artificial additives, concentrates or added sugar. Here at Epicurium, we stock the full snacking range, including strawberry, apple, and blackcurrant, as well as its Alphabites Cereal.
Nishi Patel, of Londis Bexley Park in Dartford, Kent, has spent time overhauling his range to offer healthier alternatives. While for some of his shoppers this means healthier ingredients, he’s found products with added protein – which would often fall under the ‘UPF’ label – remain a popular choice.
“We stock a range of curry ready meals that use healthier ingredients, but it’s subjective to the consumer,” he says.
How we can help
Availability of minimally processed lines is a key challenge for retailers. We understand that health trends are tough to stay on top of, which is why we have a dedicated team of buyers who are focused on identifying the must-stock on-trend lines, which can grow your sales and margins.
Some examples of minimally processed and healthier lines include:
- Emily Seaweed Crisps – Emily takes colourful combinations of real fruit and veg and transforms them into unique, delicious, crunchy snacks with vibrant natural flavours. It’s also vegan and one of your five a day. Within its Seaweed range, there are four flavours available: Sea Salt, Salt & Vinegar, Cheese and Sriracha.
- Boundless Nuts & Seeds Boost – Boundless focuses on gut health by using only natural ingredients. There are three flavours of nuts and seeds we stock; Sweet Chilli, Orange & Maple Syrup and Salt & Chilli Pepper, all of which are made with real, high-fibre ingredients.
- Bob Snail Fruit Bites – This range is a naturally sweet mix of fruit that’s slow-baked to create a soft, chewy fruit snack. With no added sugar or artificial ingredients, it’s a simple, wholesome treat that feels bright, fruity and lunchbox friendly.
- Cheesies Crunchy Popped Cheese – Cheesies are baked until crunchy and that’s it. They are naturally high in protein, have no carbs or sugar, and have only around 120 calories per serving.
- Stoats Porridge Pot – Stoats is an independent bakery crafting eco-friendly snacks from Scottish oats. Stoats’ products are high in fibre, protein-rich and free from added sugars, making them a nutritious and satisfying snack choice.
In fact, around 200 products that we stock across food and drink are minimally processed, and we offer free delivery on all orders over £80.
Meeting health goals on a budget
Both Patel and Bansi are observing more customers than ever seeking healthier products in their stores, but one factor is limiting just how far this demand can go – cost.
“Some shoppers will pick up items, analyse them to make sure they’re buying unprocessed options and aren’t bothered about the cost,” Bansi says. “Others will look at the cost, choose the cheapest and not even bother looking at the ingredients.”
Patel echoes this and says his customers will choose the cheaper option time and again.
“Ready meals are cheap for a reason, and some customers are choosing between food and heating, so processing doesn’t always come into consideration,” he says. “But we are noticing health is playing a role with some customers, and as these products become more cost effective, we’ll dive further in.”
If you’re looking to offer the right healthier choices for your shoppers, we’re here to help. Get in touch to find out how we can support your goals in 2026.
