What Defines an Ultra-Processed Food?
To determine if Deliciously Ella bars are ultra-processed, it is crucial to first understand what the term 'ultra-processed' means. The most widely used framework is the NOVA classification system, which categorizes foods into four groups based on their extent of industrial processing.
- Group 1: Unprocessed or Minimally Processed Foods. These are whole foods in their natural state or with minimal alterations, such as drying or pasteurization, to make them safe and stable. Examples include fresh fruits, vegetables, and plain nuts.
- Group 2: Processed Culinary Ingredients. These are derived from Group 1 foods through processes like pressing or refining. They are not meant to be consumed alone but are used for seasoning and cooking, such as vegetable oil, salt, and sugar.
- Group 3: Processed Foods. These are relatively simple products made by combining Group 1 and Group 2 items. The processing methods extend shelf life and improve palatability. Examples include canned vegetables or simple bread.
- Group 4: Ultra-Processed Foods (UPFs). This category includes industrial formulations with numerous ingredients, many of which are not typically found in home kitchens. UPFs often contain additives like emulsifiers, artificial flavors, and colors. The purpose is to create highly palatable, convenient, and profitable products. Examples include mass-produced snacks, sugary drinks, and frozen ready meals.
The Deliciously Ella Approach to Processing
Deliciously Ella, a brand built on a whole foods ethos, emphasizes minimal processing. The company's CEO, Matthew Mills, has stated that the goal is to keep things as simple as possible, using ingredients and processes similar to what a home cook would use. The ingredients for their oat bars include familiar items like gluten-free oats, rice syrup, coconut oil, and dried fruits. The brand explicitly states that its products are free from the preservatives, emulsifiers, and artificial ingredients often associated with UPFs.
For instance, the Cacao & Almond Oat Bar lists ingredients such as gluten-free oats, rice syrup, coconut oil, raisins, date syrup, almond butter, almonds, cacao beans, cacao powder, and sea salt. All these are recognizable, whole food-based items, not industrial extracts or complex additives. The manufacturing process involves baking, which is a common culinary technique and not a complex industrial extrusion or molding process typical of many UPFs.
A Closer Look at Deliciously Ella's Ingredients
Examining the ingredient list is one of the most effective ways to assess a food's processing level. A long list with complex, unpronounceable names is a red flag for UPFs. In contrast, Deliciously Ella's ingredient lists are short and transparent, reflecting their commitment to using natural components.
While some might point to the use of syrups like rice or date syrup and oils like rapeseed oil, these are classified under NOVA Group 2 (processed culinary ingredients). Their inclusion in a recipe, alongside whole food ingredients like oats and dried fruit, would typically place the final product in NOVA Group 3 (processed foods), not Group 4 (ultra-processed foods). The critical distinction is the absence of a long list of synthetic additives designed purely to enhance shelf life, palatability, and mouthfeel through industrial chemistry.
Comparison: Deliciously Ella vs. Typical Ultra-Processed Bar
To illustrate the difference, here is a comparison based on the NOVA classification criteria:
| Characteristic | Deliciously Ella Bars | Typical Ultra-Processed Bar |
|---|---|---|
| Core Ingredients | Whole foods (oats, dried fruit, nuts) | Industrial extracts (starches, protein isolates, sugar substitutes) |
| Number of Ingredients | Short, simple list (around 6-10 items) | Long, complex list (often 15+ items) |
| Additives Used | None (explicitly stated) | Emulsifiers, stabilizers, artificial flavors, colors |
| Processing Method | Minimally processed; baked in-house | Multiple complex industrial techniques like extrusion |
| Purpose | To offer a natural, minimally processed snack | To create a highly profitable, convenient product |
| Taste Enhancement | Rely on natural flavors from ingredients | Use artificial flavorings and non-sugar sweeteners |
The Whole Foods Philosophy
Deliciously Ella's entire brand is predicated on a whole foods, plant-based diet, which by its nature is in direct opposition to ultra-processing. The company's stance and marketing campaigns explicitly position their products as an alternative to UPFs. This strategic positioning, combined with their transparent ingredient sourcing and simple manufacturing, provides strong evidence that their products are intentionally crafted to avoid the ultra-processed label. While some might consider the use of syrups as a type of processing, the product's overall profile aligns more closely with a Group 3 processed food than a Group 4 UPF.
Potential Downsides and Context
Despite not being ultra-processed, it's important to consider other nutritional aspects. Some critics have pointed out the relatively high sugar content, even if it comes from natural sources like syrups and dried fruits. For example, the Apple, Raisin & Cinnamon Oat Bar contains 29g of sugar per 100g. While the sugars are 'natural' and the bars are high in fibre, they are still a concentrated source of energy and should be consumed in moderation as part of a balanced diet. This is a different conversation from whether they are ultra-processed, but it is a valid point for overall health. The brand has responded by launching lower-sugar granola options, demonstrating a responsiveness to consumer feedback. The key takeaway is that 'minimally processed' does not automatically equate to 'low sugar.' For more information on the distinction between processed and ultra-processed foods, the Food Standards Agency offers helpful guidance.
Conclusion: A Clear Distinction
Based on a thorough examination of ingredients and manufacturing practices, Deliciously Ella bars are not considered ultra-processed according to the standard NOVA classification system. They are formulated with a small number of recognizable, whole food-derived ingredients and lack the synthetic additives and extensive industrial processing that define Group 4 foods. While their sugar content should be considered within the context of a balanced diet, the company's commitment to transparency and minimal processing positions their products as a distinct alternative to the highly engineered snack bars on the market. Consumers can feel confident that they are choosing a product that aligns with a whole foods philosophy, even if they must be mindful of the sugar content from natural sources.
