Ultra-processed foods (UPFs), such as biscuits, chips, sugar-sweetened beverages, and instant noodles, are gaining prominence in the Indian diet, prompting urgent calls for action from health experts. Dr. Arun Gupta, a pediatrician and nutritionist involved in the recent Lancet series on UPFs and human health, warns that these foods are not only changing dietary habits but are a looming public health crisis. He highlights that UPF consumption has surged dramatically, with sales in India soaring 40-fold between 2006 and 2019. This dietary shift is particularly concerning as UPFs are displacing traditional, healthier food options traditionally found in Indian diets.

The Lancet series emphasizes that UPFs are associated with various health issues, including obesity, heart disease, type 2 diabetes, and even higher mortality rates. These health problems prevail regardless of the nutrient content of the food consumed, indicating that the very nature of UPFs — designed to be hyper-palatable and addictive — contributes significantly to overeating and related health complications. The growing prevalence of these foods across different regions elevates their status to a global public health threat.

One of the major drivers behind the proliferation of UPFs is the aggressive marketing and advertising strategies employed by the food industry. The marketing tactics utilized resemble those once used by the tobacco industry, aimed at manipulating public perception. Marketing campaigns target children and adolescents through various platforms, including television, social media, and sports sponsorships, leading to widespread exposure to these unhealthy foods. The accessibility and affordability of UPFs, with options priced as low as five to ten rupees, further exacerbate the issue, making such products appealing across different socioeconomic groups.

Given the rising burden of non-communicable diseases (NCDs) in India, experts recommend immediate policy interventions to curb UPF consumption. Three critical actions are proposed. First, mandatory front-of-pack warning labels (FOPL) should be introduced to alert consumers about high levels of fat, sugar, salt, or harmful additives. Research has shown that warning labels can effectively reduce the purchase and consumption of unhealthy options. Second, strict regulations should be placed on UPF advertising to limit exposure to children, in line with recommendations from India's National Multi-Sectoral Action Plan. Lastly, it is essential to shield public health policy development from the influence of the food industry to ensure regulations prioritize the health of the population over corporate profits.

In conclusion, addressing the rising consumption of ultra-processed foods in India is critical for safeguarding public health. Through stringent policy measures, including warning labels, advertising restrictions, and protection from industry lobbying, India can take significant steps towards promoting healthier dietary habits and reducing the impact of non-communicable diseases. As UPFs become deeply embedded in the fabric of urban and rural life, it is crucial to tackle this issue proactively for the well-being of future generations.