New labeling expands better-for-you snack options, seven brands in first group
Non-GMO Project has launched a new third-party certification focused on how packaged foods are processed, with the first Non-UPF Verified mark now appearing on select products from seven brands.
The organization said Simple Mills, Spindrift, Chomps, Amy’s Kitchen, Olyra Foods, YES Bar and Heray Spice earned verification for select items after participating in a national pilot program that began in 2025. The group helped shape the Non-UPF Verified Standard (v1.1), which evaluates ingredients, processing methods, formulation intent and how foods are structurally altered before sale.
Megan Westgate, founder and CEO of the Non-GMO Project, said the pilot program tested the standard’s real-world application across supply chains and manufacturing conditions. The program arrives as interest grows in identifying ultra-processed foods, a category often difficult for consumers to spot using nutrition labels and ingredient lists alone.
Non-UPF Verified is now open to additional brands. Westgate said more than 300 brands have expressed interest in applying to the program.
How to add Non-UPF Verified products to your mix
For convenience services operators, the first group of Non-UPF Verified products includes brands that align with core grab-and-go categories.
Amy’s Kitchen — frozen and packaged meals
- Best fit: Micro market freezers, onsite retail coolers/freezers
- Why it works: Recognizable “real food” brand that can anchor a better-for-you meal set where operators need options beyond sandwiches and pizza
- Operator note: Frozen requires the right equipment footprint and replenishment schedule, but it can lift basket size and overall transaction value
Simple Mills — crackers, cookies, bars
- Best fit: Shelf-stable items like crackers/bars for micro markets, pantry/OCS and better-for-you vending spirals
- Why it works: Clean-label pantry positioning plays well in workplaces asking for “simple ingredients”
- Operator note: Use as a trade-up snack next to mainstream crackers and cookies; pricing tolerance is typically higher in white-collar and wellness-forward accounts
Spindrift — sparkling water with real squeezed fruit
- Best fit: Cold beverage vending, micro market beverage and office coolers
- Why it works: An alternative to flavored sparkling waters, Spindrift relies on natural flavors, fitting the “less processing” conversation without being niche
- Operator note: Stock as a premium sparkling tier; it’s an easy swap-in for customers trying to cut sweeteners
Chomps — meat sticks/protein snacks
- Best fit: Vending, micro markets
- Why it works: Protein snacks are a top-performing convenience category
- Operator note: Strong for blue-collar, field-service and high traffic locations where protein sells all day
Olyra Foods — breakfast biscuits, snacks
- Best fit: Micro markets, pantry programs, morning daypart snack sets
- Why it works: Breakfast-and-coffee pairings are often underdeveloped in micro markets
- Operator note: Merchandise near coffee service to build routine purchases
YES Bar — snack bars
- Best fit: Vending and micro markets as a better-for-you bar option
- Why it works: Bars are a high-velocity category; having a verified option can help operators answer “What’s the cleanest bar you’ve got?”
- Operator note: Consider location demographics and pricing sensitivity; position as a premium, “clean food” option
How to use Non-UPF Verified products in your merchandising
- Build a small “less processed picks” set: Spindrift + Chomps + a bar (YES Bar) + a cracker (Simple Mills)
- Opt for an anchor product: In micro markets with frozen capacity, add Amy’s as the meal anchor.
- Keep messaging simple: One shelf tag/cooler tag that says “Non-UPF Verified,” and let the mark do the work
About the Author
Linda Becker
Head of Content
Linda Becker is head of content for Automatic Merchandiser and VendingMarketWatch.com, responsible for the brands’ overall content strategy, planning and performance. She oversees the creation and performance of editorial and multimedia content across platforms such as magazines, websites, webinars, podcasts, newsletters, videos, social media, events and eBooks.
Since joining Automatic Merchandiser and VendingMarketWatch.com, Linda has developed a new appreciation for the convenience services industry and its essential role. She is dedicated to serving readers by covering the latest news in the vending, office coffee service and micro market industry. She can be reached at 262-203-9924 or [email protected].