One of the most profitable schemes in history?
Counting calories.
Yes, I said it.
“Under 100 calories” sells a lot better than “contains over 30 obscure ingredients”.
The more processed a food is, the less healthy it is.
The more processed a food is, the more profitable it is.
Big Food knows this.
In fact, they’ve built entire empires on it.
(And, yes, even smaller CPG companies selling so-called better-for-you products know this.)
And, these same companies have played a massive role in shaping public health messaging, selling products under labels like “healthy,” “clean,” “low-calorie”, “high protein”, or "0g sugar".
So, what happens?
Most people think it's their fault for consuming "too many calories”.
Let me be clear:
It’s not about the calories.
It’s about the ingredients.
Ultra-processed foods are engineered to be addictive, convenient, and confusing.
They dominate the Standard American Diet — and the results speak for themselves:
Nearly 60% of calories consumed in the U.S. come from ultra-processed foods.
2 out of 3 Americans are overweight or obese.
6 in 10 adults have at least one chronic disease.
4 in 10 have two or more.
And, honestly, even if a product isn’t technically labeled as “ultra-processed" and is marketed as "good for you" (like the one shown above), it can actually still be very harmful and not something the human body was ever designed to consume or digest.
This isn’t a willpower issue.
It’s a system issue.
And, it’s time we flipped the script.
Stop counting calories.
Start counting ingredients.
Choose real, whole, unprocessed foods.
Prioritize foods that are as close to their natural form as possible.
Your body — and your future — will thank you.
What’s one ultra-processed food you’ve swapped out, and what difference did it make in how you feel? Share your story below.
And, if you have any other questions or comments, don’t hesitate to ask me any time in my weekly Q&A in my paid subscriber channel. If you’re not a paid subscriber, sign up below.
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