WISEcode Introduces New Tools to Increase Transparency Around Ultra-Processed Foods
WISEcode™, a FoodTechAI™ company dedicated to improving ingredient transparency, has announced two major innovations designed to help both consumers and food brands better understand ultra-processed foods. The company unveiled the Non-UPF Shield™, a new verification program for food brands, along with a redesigned version of the WISEcode UPF Detector mobile app. Both launches were introduced at the prominent industry event Natural Products Expo West and are built on the company’s newly formalized WISEcode UPF™ Standard. This framework evaluates food products at the ingredient level and establishes a more consistent approach to defining and identifying ultra-processed foods. The goal of these new initiatives is to provide clarity in a food marketplace where consumers are increasingly concerned about how their food is produced and processed.
A Data-Driven Food Intelligence Platform
WISEcode’s technology platform already analyzes a massive dataset of packaged food products. The system evaluates more than 840,000 items currently available in the market, drawing insights from more than 15,000 attributes associated with those products. By examining ingredient lists, processing techniques, and formulation characteristics, the platform builds one of the most detailed food intelligence systems currently available. The company’s approach combines artificial intelligence, nutritional science, and food manufacturing knowledge to assess how foods are processed and what ingredients are involved in that process. This extensive database forms the backbone for both the Non-UPF Shield verification program and the updated consumer mobile app, allowing the platform to deliver insights quickly and accurately to both brands and shoppers.
Addressing Consumer Concerns About Ultra-Processed Foods
Consumer awareness around ultra-processed foods has grown significantly in recent years. Many shoppers are seeking products that are minimally processed and contain recognizable ingredients. However, identifying ultra-processed foods can be confusing, as many labels do not clearly explain how ingredients were refined or how the food was manufactured. WISEcode aims to bridge that gap by providing a standardized framework that evaluates products beyond simple ingredient lists. Instead of relying only on ingredient exclusions, the company evaluates the level of processing applied to each ingredient and the overall formulation of the product. By introducing clearer standards and digital tools, WISEcode hopes to empower shoppers to make more informed decisions about the foods they purchase and consume.
The Launch of the Non-UPF Shield Verification Program
One of the most significant announcements from WISEcode is the introduction of the Non-UPF Shield™. This verification mark allows food brands to demonstrate that their products meet WISEcode’s defined threshold for being classified as non-ultra-processed. The program provides companies with a credible way to communicate their commitment to ingredient transparency and minimal processing. Unlike traditional food certification programs that often require lengthy documentation and manual inspections, the Non-UPF Shield uses WISEcode’s automated platform to evaluate products quickly. The system reviews publicly available ingredient lists and compares them against the company’s scientific database to determine whether the product qualifies for verification.
A Faster and More Transparent Certification Approach
The automated design of the Non-UPF Shield program significantly reduces the complexity typically associated with certification processes. Instead of requiring brands to submit extensive paperwork and wait through long review cycles, WISEcode’s system can often verify products instantly using its pre-built ingredient database. In situations where additional clarification is needed, further review may occur, but most verifications are completed rapidly. This streamlined approach is designed to make the program more accessible for emerging brands as well as established manufacturers seeking to improve transparency. By removing hidden paperwork and opaque audit procedures, WISEcode aims to create a verification system that is faster, more transparent, and easier for companies to adopt.
Incentives for Early Brand Participation
To celebrate the launch at Natural Products Expo West, WISEcode is offering a limited-time promotion for brands interested in joining the program. A select number of companies can participate on a first-come, first-served basis and receive special introductory pricing. Under this offer, the first SKU submitted by a brand can receive verification free for one year when at least three products are submitted. Additional SKUs are eligible for a 50 percent discount, bringing the cost down to $100 per SKU for the first year compared to the standard annual rate of $200. This promotional structure is intended to encourage brands to begin evaluating their portfolios and exploring opportunities to qualify more products under the Non-UPF category.
Supporting Brands Through Reformulation Insights
The Non-UPF Shield is designed to be more than just a label placed on qualifying products. When a product does not meet the program’s criteria, WISEcode provides detailed insights explaining why it failed to qualify. The system identifies specific ingredients or processing techniques that contributed to the ultra-processed classification. With this information, brands gain actionable guidance on how they might reformulate their products to meet non-ultra-processed standards. WISEcode also works directly with consumer packaged goods companies to evaluate individual products as well as entire product portfolios. Through structured reports, the company provides benchmarking insights, highlights processing drivers, and outlines practical steps that manufacturers can take to move closer to qualifying for the Non-UPF Shield.
Early Adopters Join the Verification Program
Several brands have already begun participating in the Non-UPF Shield initiative. Among the early adopters are Blue Zones Kitchen and OKO, which are working with WISEcode to verify their products and demonstrate ingredient transparency. These initial participants represent the beginning of a broader effort to expand the program across the consumer packaged goods sector. By working with companies at different stages of growth, WISEcode aims to demonstrate how ingredient-level evaluation can be applied across diverse product categories while supporting brands in meeting evolving consumer expectations.
A Redesigned Mobile App for Consumer Transparency
In addition to the verification program, WISEcode has also introduced a redesigned version of its UPF Detector mobile application. Beginning March 4, the updated app places ultra-processed food classification at the center of the user experience. When consumers scan the barcode of a product, the application immediately analyzes the ingredient list and displays whether the item is considered ultra-processed according to the WISEcode Standard. The interface is designed to deliver results quickly while also providing educational context. Users receive explanations in clear, accessible language that describe the ingredients and processing steps that contributed to the classification.
Making Food Processing Visible to Shoppers
One of the main objectives of the updated app is to make food processing visible in a way that is easy for consumers to understand. Many shoppers are familiar with reading ingredient lists, but those lists often contain unfamiliar terms that do not clearly explain how the food was produced. The WISEcode app translates complex ingredient information into simple summaries that explain what each ingredient does and how it affects the level of processing in the product. For items that meet the Non-UPF criteria, the app displays a visible verification badge so consumers can quickly identify foods that meet the program’s standards.
Scientific Leadership Behind the Initiative
The scientific foundation behind WISEcode’s platform is guided by experts in nutrition and food science. According to Dr. Richard Black, the company’s Chief Scientific Officer, consumer awareness about ultra-processed foods is growing rapidly, but identifying those foods remains challenging for many shoppers. The redesigned application is intended to solve that problem by delivering clear answers within seconds. By combining ingredient-level analysis with plain-language explanations, the platform aims to transform complex food science data into practical insights that shoppers can use while browsing store shelves.
The Framework of the WISEcode UPF Standard
At the core of both the Non-UPF Shield and the mobile application is the WISEcode UPF™ Standard. This structured framework establishes clear criteria for evaluating how foods are processed. Instead of grouping foods into broad categories, the standard examines each ingredient individually. It evaluates the degree of refinement applied to those ingredients, considers the contribution of added sugars, and identifies industrial additives that are commonly associated with heavy processing or potential health concerns. This method provides a more nuanced assessment of processing levels compared to simpler classification systems.
Five Levels of Food Processing Classification
The WISEcode UPF Standard organizes products into five distinct processing categories. These levels include Minimal Processed, Lightly Processed, Moderately Processed, Ultra Processed, and Super-Ultra Processed. Each classification reflects the complexity of the product’s ingredient composition and the industrial processes used in manufacturing. By assigning products to these categories, the system offers a more detailed picture of how foods are formulated. This structured classification approach allows both consumers and brands to better understand where products fall along the processing spectrum.
Bridging the Gap Between Consumers and Manufacturers
The development of the WISEcode Standard is intended to address the needs of both consumers and food manufacturers. Shoppers increasingly want simple, transparent information about what they are eating, while brands require consistent frameworks that can be applied across product portfolios. By establishing a standardized evaluation method supported by advanced technology, WISEcode aims to bridge the gap between these two groups. The company believes that transparency in food labeling can only succeed if both sides of the marketplace have access to clear, reliable information.
Preparing for the Future of Food Transparency
The introduction of these tools comes at a time when regulators, researchers, and industry organizations are actively discussing how ultra-processed foods should be defined and monitored. While these conversations continue, WISEcode has created a framework that companies and consumers can use immediately. The platform’s combination of ingredient-level analysis, large-scale data processing, and digital accessibility is designed to translate theoretical definitions of ultra-processed foods into practical tools for everyday decision-making.
Technology as Infrastructure for Food Intelligence
By integrating artificial intelligence, nutritional science, and product data, WISEcode is positioning its platform as infrastructure for the next generation of food intelligence. The company believes that as consumers demand greater transparency, technology will play a central role in delivering accurate and timely information. Digital platforms like the WISEcode app enable shoppers to access detailed product insights instantly, while automated verification systems allow brands to evaluate their product portfolios more efficiently.
Demonstrating the Technology at Expo West
Visitors attending Natural Products Expo West in Anaheim have the opportunity to experience these innovations firsthand. WISEcode is presenting the new mobile app interface and providing detailed information about the Non-UPF Shield verification program at ACC Level 3, Booth 8813. The event serves as an ideal venue for introducing these tools to food manufacturers, retailers, and industry professionals who are exploring new approaches to transparency in the packaged food market.
Expanding Access Through Mobile Platforms
Following its debut at the event, the updated WISEcode UPF Detector application is being released for public download. Consumers will be able to access the platform through the Apple App Store and Google Play beginning March 4. With this release, shoppers around the world can begin scanning products, learning about ingredient processing, and making more informed purchasing decisions.
A New Chapter in Ingredient Transparency
Through the launch of the Non-UPF Shield and the redesigned mobile app, WISEcode is taking a significant step toward redefining how food processing is evaluated and communicated. By combining scientific standards with accessible digital tools, the company aims to make ingredient transparency easier for everyone involved in the food system. As interest in minimally processed foods continues to grow, initiatives like these may play an important role in shaping how consumers understand the foods they buy and how brands design products for the future.
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