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The World Health Organization (WHO) has opened a public online consultation, aiming to gather feedback from experts, academia and other stakeholders on a new profiling model for the regulation of certain pre-packaged, industrially processed foods.

While governments around the world continue to use regulatory measures with the aim of reducing dietary risks – such as food marketing restrictions, procurement policies and front-of-pack nutrition labelling – the WHO acknowledged the ‘persistent challenge’ of defining which foods should fall within the scope of such measures.

The concept of ultra-processed foods (UPFs), developed by researchers in Brazil as part of the Nova classification system in 2009, is often used to classify foods that are formulated for increased appeal and consumption.

However, this system focuses primarily on the extent and nature of industrial processing methods. WHO noted that its integrated profiling model focuses instead on a combination of nutrient criteria and ingredients targeting boosted sensory appeal.

Its draft profiling model identifies ‘industrially produced foods to be consumed in moderation’ (IFM), with these foods potentially falling within the scope of regulatory moves targeting reduced preference, demand and consumption.

The model combines nutrient criteria for nutrients of public health concern – saturated fatty acids, trans-fatty acids, sugars and sodium – and specified ingredients used primarily for sensory purposes, which covers additives such as flavours, colours and sweeteners.

The draft identifies IFM as foods that exceed one or more criteria for nutrients of public health concern, or contain one or more of the specified ingredients for sensory appeal. However, it states that the presence of flavours, colours or sweeteners does not imply these ingredients are unsafe.

The consultation is currently open for comment from member states, academia, civil society, nutrition expert and various other stakeholders, with the WHO seeking feedback on the clarity of the model and its criteria, as well as guidance on how to apply them across diverse food systems and regulatory contexts.

The proposed model comes as the food industry faces growing calls for tighter regulation on ‘ultra-processed foods,’ which make up a significant portion of diets in many countries worldwide according to public health data – led by the US and UK, where these foods make up over half of consumers’ daily caloric intakes.

Lawmakers have increasingly turned their attention to regulation efforts in recent years. In the US, California governor Gavin Newsom signed new legislation in September aiming to give consumers clearer information about food processing – including what’s described as a first-of-its-kind ‘non-UPF’ certification initiative, allowing manufacturers whose products meet key standards for not being ‘ultra-processed’ (specifically, being free from artificial additives) to use the ‘non-UPF’ seal on their packaging.

Elsewhere, retailers, brands and manufacturers are responding to growing concerns with their own initiatives. Earlier this summer, Nestlé said it will remove all artificial colours from its entire global portfolio by the end of 2026, while several other major food brands have made similar commitments across their US portfolios including Kraft Heinz and General Mills.

In the UK, retail giant Tesco announced last month that it would restrict the use of 114 additives across its own-label range, with some – including artificial colours, aspartame and monosodium glutamate (MSG) – to be banned outright, while others would be subject to certain restrictions and innovation requirements.

Voluntary reformulation initiatives are expected to continue across the broader food industry as food businesses address the growing concerns over the potential health impact of high-UPF diets. However, the WHO's proposal, if used by member states' governments as a foundation to inform targeted approaches to regulatory intervention, may contribute toward the development of a less fragmented, more consistent regulatory landscape globally.

Stakeholders who wish to provide comment on the WHO's draft proposal can do so online, via the WHO website, until 27 November 2026, 23:59 CET.