California launches first US voluntary

California has created the first voluntary 'Non-Ultraprocessed Certified' label in the United States. Governor Gavin Newsom signed the bipartisan bill AB 2244 into law, establishing a government-overseen seal for food products that meet specific criteria for minimal processing.

The label is modeled after the USDA Organic seal. Companies can voluntarily pay to have their products certified by an independent agent accredited by the California Department of Public Health. The certification must be renewed every three years, and the seal will be placed on the front of product packaging. It will be available for use starting in June 2028.

The law defines ultraprocessed foods as products containing certain stabilisers, thickeners, emulsifiers, flavouring and colouring agents, non-nutritive sweeteners, and high amounts of saturated fat, sodium, or added sugar. This definition is based on California’s 2025 legislation. Governor Gavin Newsom said: "We should be about healthcare, not sick-care, recognising that preventing illnesses is far preferable to finding, and affording, treatments."

Label tied to broader push for healthier food environments

This new label is part of a series of California laws targeting ultraprocessed foods. The bill was first introduced in February and passed unanimously in both legislative chambers. It passed the Assembly with a 72-0 vote and the Senate with a 32-0 vote.

Supermarkets with over $10 million in annual sales and more than 25 non-UPF-certified products must display at least three certified items at visible locations like checkout aisles and store entrances. The state will maintain a publicly available list of certified products, audit certification records, and enforce standards for the seal.

This effort builds on prior legislation. The Healthy Foods, Healthy Kids Act, also introduced by Assemblymember Jesse Gabriel, aimed to ban UPFs from schools. The California Food Safety Act passed in 2023, and the California School Food Safety Act passed in 2024. Gabriel’s office stated these prior bills helped change the national conversation about food additives and UPFs, shaped federal policy, and inspired similar legislation in over 30 other states. Other states that have imposed restrictions on UPFs include Arizona, Texas, Louisiana, and West Virginia.

Public concern rises as federal action lags

While most Americans seek to avoid ultraprocessed foods and view them as a health threat, federal efforts to define or regulate them remain stalled. 72% of Americans are trying to avoid UPFs in their diets, and 79% feel they are a 'significant threat' to public health. The share of Americans who consider processing levels before buying food decreased from 80% in 2025 to 73% in the current year.

In this regulatory vacuum, non-UPF certifications have emerged from groups like the Non-UPF Program, the Non-GMO Project, and Wisecode. The Trump administration blamed 'highly processed foods' for diet-related diseases in the new dietary guidelines. Congress is considering a bill to ban UPFs from being marketed to children and require front-of-pack warning labels.

Health Secretary Robert F. Kennedy Jr. Said the FDA 'will act' on a petition to revoke GRAS status for certain UPFs. However, FDA officials have ruled out an outright ban on UPFs and continue to delay the release of a federal definition, leaving states like California to lead. The seal will be available for use starting June 2028, with certification required to be renewed every three years.