So has the public been misled that all ultra-processed food is bad, and all unprocessed food is good?

Nutritionist Dr Laura Wyness thinks so, expressing disappointment that the M&S Only range puts “hype over health”.

“It may be that consumers are looking for products with shorter ingredient lists, but to leave out fortified nutrients is a backwards step for public health nutrition. We should be encouraging more nutrient dense foods in the diet, and fortifying products such as plant milk and dairy alternatives and breakfast cereals,” says Edinburgh-based Dr Wyness.

“This seems like one occasion that the customer is not always right – mainly due to the misinformation that is informing their food choices.”

Dr Jibin He says UPF as a term is not a helpful indicator of whether something is healthy or unhealthy, as the concept, and how it is explained to the public, is flawed.

Processed food, Dr He notes, will remain an essential part of feeding a large and growing human population, as processing ensures food safety, extends shelf life, and reduces waste.

“Take tofu as an example. It is a great source of protein, low in fat and considered as a healthy alternative to meats, particularly red meat. It is also more environmentally friendly.

However, tofu would be considered as a UPF whereas red meat would be an unprocessed food,” says Dr He, who is head of science and a chartered food scientist at Teesside University. He has also collaborated with food manufacturers and food technology companies to improve processing technologies.