Ultra-processed foods continue to attract significant consumer and industry attention, but the science and terminology behind them are often complex. In this session, Dr Thomas Hay examines the NOVA classification system and the current evidence linking ultra-processed food consumption with health outcomes, including the strengths and limitations of existing research. He will also explore consumer perceptions of processed foods and the challenge facing manufacturers when reformulating products to improve nutritional profiles without compromising taste, convenience, shelf life or consumer trust. This presentation provides an evidence-based perspective on the evolving ultra-processed food conversation and what it could mean for future product development and reformulation.