But that's what makes it more valuable. It is honest. There's a value judgement in "ultra-processed" that is just hidden. This is how you get ostensibly serious people saying that frozen lasagna made with whole ingredients and no preservatives is still "ultra-processed" because it is shipped in plastic or that a can of baked beans made with sugar and preservatives isn't "ultra-processed" because it is part of a traditional british breakfast. If you ask 10 different people on the street what "ultra-processed" means you'll get even less consistency.

And the value judgement is the only part that has an especially meaningful connection to health. It is admittedly really difficult to do rigorous research on the health impacts of diet, but the connection between "ultra-processed-ness" and health outcomes is super messy. And even when we can get data that suggests negative health outcomes, what's the actual cause? Preservatives? Lack of fiber? Hyperpalatability? Nobody has been able to clearly articulate a cause and if we could then we could just focus on that thing rather than the "ultra-processed-ness."