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Amy’s Kitchen has launched a five-week campaign about ultra-processed foods, promoting a Non-UPF Verified certification covering nearly 90% of its products. The campaign includes outdoor advertising, digital ads and a Whole Foods Market activation; the company also cites commissioned research on consumer understanding and the economic burden associated with diets high in ultra-processed foods.
Amy’s Kitchen has launched a five-week national campaign aimed at explaining ultra-processed foods and promoting its Non-UPF Verified certification, which the company says covers nearly 90% of its product catalog. The effort includes outdoor and digital advertising and a Whole Foods Market activation, as the frozen- and canned-food maker seeks to position its products as a convenient alternative to ultra-processed options.
The campaign began in early October with a 40-foot installation at Santa Monica’s Third Street Promenade. A projection reading “End the Era of Ultra-Processed Food” appeared on the Clock Tower Building. The campaign is scheduled to run through Nov. 15 and is intended to reach health-conscious consumers ages 24 to 44, according to information shared with Marketing Dive and reported by Food Dive.
Other elements include Meta and programmatic display ads, plus a Whole Foods Market promotion that began Oct. 15 in select markets. In-store materials include freezer and floor clings, shelf talkers and print and digital advertising. The company is also using retargeting by MikMak to connect consumers with retailers through an add-to-cart feature, and targeted digital advertising through Amazon DSP.
Amy’s says the certification from the Non-GMO Project applies to nearly 90% of its catalog. The company also points to an economic analysis it commissioned, conducted by Lindsay Allen, a health economist at Northwestern University’s Feinberg School of Medicine. The analysis associates a diet high in ultra-processed foods with $359,836 in additional lifetime economic burden. That figure is an association reported in the commissioned analysis, not a direct estimate of the cost of buying a particular product or a finding that every consumer will incur that amount.
Food Prices Meet Health Claims
The campaign ties a familiar household concern—the cost of groceries—to questions about food processing and long-term health. Amy’s is challenging the idea that ultra-processed foods are necessarily the cheaper choice by emphasizing potential costs beyond what shoppers pay at checkout. The company’s argument rests in part on its commissioned economic analysis, so the figure should be read as a research finding associated with a high-UPF diet, not as proof of a specific financial outcome for each person.
The message also has commercial relevance: Amy’s sells prepared frozen and canned meals, and the campaign presents those categories as compatible with its certification. Its store materials could affect how shoppers interpret frozen foods, which the company says consumers sometimes view as less healthy than snack foods. The campaign is both a consumer-education effort and marketing for the brand’s products.
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Certification Behind the Campaign
Amy’s Kitchen is a privately owned company established in 1988. Food Dive reported that the company became one of the first nationally distributed packaged-food brands to receive the Non-UPF Verified certification from the Non-GMO Project. The new campaign follows a broader increase in the company’s marketing activity: it launched its first campaign in more than a decade last year, according to Food Dive.
The campaign cites a survey of 2,000 Americans conducted by Talker Research and commissioned by Amy’s. According to the company’s press materials, nine in 10 respondents said they were eating ultra-processed food without knowing it, and half were not confident they could distinguish processed from ultra-processed foods. Nearly half said frozen foods were as unhealthy as, or less healthy than, foods such as chips and cookies. These are survey findings reported by the brand; the supplied material does not provide the survey’s full methodology.
““End the Era of Ultra-Processed Food””
— Amy’s Kitchen campaign
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Limits of the Evidence Cited
The available material does not give the full methods, assumptions or underlying data for the $359,836 lifetime-burden estimate, nor does it establish that the reported association proves ultra-processed foods alone cause that cost. The campaign’s survey results are also presented without details such as question wording, field dates or weighting, making it difficult to assess how broadly they represent U.S. consumers.
It is also unclear from the supplied reporting how the certification criteria define ultra-processed foods, which products fall outside the nearly 90% figure, or whether the campaign will publish additional substantiation for its health and affordability claims. The campaign’s stated audience and planned reach are not evidence that it has changed consumer understanding or purchasing.
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Campaign Runs Through November
The campaign is scheduled to continue through Nov. 15, 2026, with digital advertising, retail placements and the Whole Foods Market activation running in selected markets. Amy’s has not, in the supplied material, announced results or a follow-up assessment of audience response.
Further information that could clarify the claims includes the full economic analysis, the survey methodology and details of the Non-UPF Verified standard and product coverage. Until those are available, the campaign’s figures are best understood as findings and claims reported by Amy’s and its commissioned research, rather than independent proof of individual health or savings outcomes.
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Key Questions
What is Amy’s Kitchen promoting?
Amy’s is promoting its Non-UPF Verified certification, which it says covers nearly 90% of its product catalog, while running an educational campaign about ultra-processed foods.
Where and when is the campaign running?
It launched in early October 2026 and is scheduled to run through Nov. 15. The campaign includes digital ads, an outdoor installation in Santa Monica and Whole Foods Market placements in select markets.
What does the $359,836 figure refer to?
It is an estimate from an analysis commissioned by Amy’s, which associates a diet high in ultra-processed foods with $359,836 in additional lifetime economic burden. The supplied report does not provide the full methods, and the figure should not be treated as a guaranteed cost for an individual.
How many Amy’s products are certified?
Amy’s says nearly 90% of its product catalog has Non-UPF Verified certification from the Non-GMO Project. The supplied material does not list the individual products or explain which products are excluded.
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