Tobacco Playbook Repurposed to Sell Ultra-Processed Foods

A new AJPH issue shows big tobacco used its cigarette marketing playbook to push ultra-processed foods after buying Nabisco and Kraft, including Lunchables, by optimizing formulations, boosting hedonic appeal, and creating products with quick reward cycles to drive repeat purchases. Experts warn UPFs are linked to higher risks of cardiovascular disease, certain cancers, and cognitive decline (based on observational data deemed biologically plausible). The analysis draws on confidential industry documents and notes how tobacco tactics were applied to food brands amid corporate consolidations (Kraft– Heinz, Altria) and amid policy debates on subsidies, SNAP, and public health movements like Maha.