But that's part of it. There's a part to do with the nutrient quality, which can also be talked about, but also a part that has to do with how UPF are consumed. The act of processing the food a certain way makes you eat more of it without realising it. Same with fat and sugar, eating a stick of butter on its own is hard, same with pure sugar, mix them up and it's delicious and addictive which leads to health problems.