UPF REPORT: Food Tech's Trust Problem
Consumers want healthier, more convenient and affordable food, but trust remains the real barrier to adoption. They reject anything that feels overly engineered or ultra‑processed, yet embrace functional ingredients when the benefit is simple, believable and relevant. Our data shows consumers don’t mind processing when it serves a clear purpose - improving health, value or accessibility. This session will explore why the future of food tech lies in quietly enhancing the products people already know and trust, and what new need states brands can address.
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