Neither chips nor processed meats are considered ultra-processed, according to a majority of Danes.

Most Danes have heard of "ultra-processed foods," and many also think about it when they are in the supermarket. However, there is deep disagreement about what the term actually covers. This is shown by a new survey conducted by Epinion for the Danish Veterinary and Food Administration. While most Danes categorize ready-made meals (81%) and fast food (70%) as ultra-processed, there is far from consensus on snacks and sweet treats. Less than half believe that, for example, soft drinks (30%) and chips (42%) are ultra-processed. The same is seen for cold cuts and bacon (39%). But it is precisely these types of ultra-processed foods that one should cut down on if they want to eat healthily and avoid the health problems often associated with ultra-processed foods, says unit manager Kirstine Hartvig Mahler in a press release: "It is interesting that many Danes do not see soft drinks, energy drinks, gummy candies, and chips as ultra-processed foods, which may be because the concept is hard to recognize in the products we encounter daily." She explains that there is not always a direct correlation between the degree of processing and health problems – however, research clearly shows that a high intake of the aforementioned types of ultra-processed foods increases the risk of overweight. These are also some of the foods that Danes consume in very high amounts. No clear definition There is no single clear definition of what ultra-processed foods are, but when consumers are asked what characterizes ultra-processed foods, almost four out of five point to the content of additives that are not normally used in home cooking. At the same time, about half point to a high content of added sugar, fat, and salt as an important characteristic. According to Kirstine Hartvig Mahler, a good rule of thumb for those who want to eat healthier is to eat plant-rich, varied, and not too much. And if you follow dietary guidelines to eat less of the sweet, salty, and fatty foods and quench your thirst with water, for most Danes, this will also mean reducing a significant portion of the ultra-processed foods in their diet. "We do not believe that you should never drink a cola or eat Friday sweets – I enjoy that myself from time to time. But if you are concerned about the health problems associated with ultra-processed foods, most people would benefit from cutting back a bit on the types of foods and drinks that do not contribute significantly with vitamins and minerals – and have a high content of sugar, fat, and salt," says Kirstine Hartvig Mahler, adding: "Dietary guidelines are a good place to look if you need inspiration to make healthier choices." The survey also shows that 24% of Danes say they have reduced their consumption of ultra-processed foods in the past 12 months. The questionnaire survey is based on 2,026 responses from nationally representative adult Danes collected from November 14 to November 27, 2025.