Thrive Market today unveiled a new way to weed out ultraprocessed foods. The online grocer has added a filter for products carrying the Non-UPF Verified seal, which indicates they don’t contain certain additives such as high-fructose corn syrup, artificial sweeteners or synthetic emulsifiers.

Consumers are becoming increasingly mindful of the ingredients in their food, and interest in ultra-processed foods (UPFs) and synthetic dyes has grown significantly over the past year. Brightfield Group’s Q2 2025 Wellness Report explores the evolving conversation around these topics and what it means for brands, retailers, and product developers.