As Danone SA strives to create a high-protein yoghurt with minimal sugar and a smooth texture for its Oikos Pro brand, a looming threat hangs over the yogurt aisle. Health Secretary Robert F. Kennedy Jr. is campaigning against ultra-processed foods, targeting what he believes is a major contributor to chronic diseases.

"We must ensure that nutrient-rich foods like dairy aren't unjustly labeled as ultra-processed," warns Roberta Wagner, vice president at the International Dairy Foods Association. This organization is among the many advocating for a balanced definition to protect healthy products from Kennedy's proposed changes.

Kennedy has set an ambitious goal: a federal definition and front-of-package labeling for ultra-processed foods by the end of 2025. While he hasn't specified which products are under scrutiny, the food industry is actively lobbying to keep their items from receiving this potentially damaging label that could affect sales.

The implications of such a label could be significant, particularly for the burgeoning high-protein market. Greek yoghurt, for example, is now found in nearly 74% of U.S. households, up two percentage points in just a year. Yet, roughly half of the calories consumed by Americans are already classified as ultra-processed according to international standards.

Kennedy's assertion that highly processed foods are poisoning Americans has triggered a fierce debate about what constitutes ultra-processed food. He emphasizes a focus solely on nutrition, but a broad definition risks lumping wholesome foods like yogurt in the same category as sugary snacks.

Rena Awada, a cooking blogger and mother of five, exemplifies the shift toward healthier eating. She favors whole foods and checks labels diligently, but new regulations could complicate her efforts to provide nutritious meals.

Contrarily, some like John Thomas, a vegan bodybuilder, maintain that not all processed foods are detrimental, viewing products like textured vegetable protein as healthier alternatives to traditional junk food.

In a rapidly evolving food landscape, the Trump administration's push for a clear definition of ultra-processed food ignites a battle over how to classify items. Should it focus on ingredients used, processing methods, or nutritional value?

For food companies producing minimally processed items, this debate presents a chance to highlight their offerings. Initiatives such as the "Non-UPF Verified" pilot programme aim to distinguish healthier products from their ultra-processed counterparts.

Former FDA Commissioner David Kessler's recent petition aims to redefine what is considered safe in the food supply, targeting ingredients like high-fructose corn syrup. Such regulatory changes could swiftly alter the grocery market without the lengthy process influenced by industry lobbying.

As the U.S. government begins to contemplate establishing a solid definition for processed food, the stakes are high. An overly broad definition could inadvertently discourage the consumption of beneficial foods, including wholesome grains and yogurt, crucial for public health.