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California lawmakers are advancing new legislation that could significantly revolutionise how consumers identify healthier food options, as Jesse Gabriel introduced Assembly Bill 2244 (AB 2244) this week.

The proposed bill would establish a first-in-the-nation “California Certified” seal for food products that meet defined standards for not being ultra-processed, a move designed to bring greater transparency to grocery aisles and incentivise reformulation across the food and beverage industry.

Modelled after the widely recognised USDA Organic label, the California Certified seal would provide a clear, front-of-pack signal to help shoppers quickly identify minimally processed foods. Under the proposal, certification would be overseen by the California Department of Public Health, with third-party agents responsible for verifying compliance.

Products deemed ultra-processed would be ineligible for the label, particularly if they contain additives such as emulsifiers, artificial colours or flavour enhancers, or if they are already restricted under California’s school food standards.

“Parents shouldn’t need a PhD in chemistry to understand what they’re feeding their kids,” Gabriel said, emphasising the bill’s goal of simplifying decision-making for families navigating complex ingredient lists.

Beyond packaging, AB 2244 introduces new retail requirements that could influence in-store merchandising strategies. Grocery stores generating more than $10 million in annual revenue, and carrying at least 25 certified products, would be required to display those items prominently in high-traffic areas such as entrances or checkout zones.

For manufacturers, the program is voluntary but carries clear commercial incentives. By qualifying for the California Certified seal, brands could gain preferred placement and appeal to increasingly health-conscious consumers.

Industry observers note that the measure effectively creates a market-driven push for reformulation, encouraging companies to reduce reliance on highly processed ingredients without mandating outright bans.

AB 2244 represents the latest step in California’s broader effort to regulate ultra-processed foods (UPFs). In 2025, the state enacted the Real Food, Healthy Kids Act, which established the first legal definition of ultra-processed foods in the United States and initiated a process to phase out certain products from school meals.

Earlier measures, including the California Food Safety Act, have already tightened oversight of food additives, positioning California as a bellwether for national food policy.

The nonprofit Environmental Working Group is co-sponsoring the bill, underscoring growing advocacy momentum around clearer labelling standards.

The legislation arrives amid mounting scientific evidence linking high consumption of ultra-processed foods to chronic health conditions, including Type 2 Diabetes, cardiovascular disease, and certain cancers. Ultra-processed foods now account for more than half of the average U.S. adult diet and an even greater share among children.

Public health experts argue that current labelling frameworks fail to adequately distinguish between minimally processed and heavily engineered foods, leaving consumers without practical tools to make informed choices.

“Clear, science-based labels make it easier for consumers to identify healthier items and can support broader policy interventions,” said Alyssa J. Moran of the University of Pennsylvania.

To maintain credibility, AB 2244 outlines strict oversight provisions. Certification agents would be required to register with the state, disclose approved products, and undergo audits. The state would also maintain a publicly accessible database of certified items.

Certified products would need to be recertified every three years, ensuring ongoing compliance as formulations evolve.

The bill is scheduled for a hearing before the Assembly Committee on Health in mid-April. If passed, California would become the first US. state to implement a formal labelling system that distinguishes non-ultra-processed foods, potentially setting a precedent for other states and even federal regulators.