New verification program and mobile experience bring ingredient-level clarity to brands and shoppers alike.
ANAHEIM, Calif.–(BUSINESS WIRE)–WISEcode™, the FoodTechAI™ company focused on ingredient clarity, today announced two major launches at Natural Products Expo West: the Non-UPF Shield™, a verification program for brands, and the redesigned WISEcode UPF Detector mobile app experience that gives consumers instant visibility if a product is ultra-processed or not.
Both are powered by the company’s newly formalized WISEcode UPF™ Standard, an ingredient-level framework designed to bring clarity and consistency to how ultra-processed foods are defined and evaluated.
The WISEcode platform analyzes more than 840,000 packaged food products across 15,000 attributes, creating one of the most comprehensive food intelligence systems available today.
The Non-UPF Shield™: A Practical Pathway for Brands
The Non-UPF Shield™ is a verification mark for brands seeking to demonstrate that a product meets WISEcode’s non-ultra-processed threshold. Additionally, it is access to a platform that aims to elevate Non-UPF foods in the mobile consumer app and with retailers.
Unlike traditional certification programs that require extensive paperwork and manual reviews, the Non-UPF Shield is powered by WISEcode’s pre-built ingredient database and automated review system, using public ingredient lists and its scientific database to make verification faster, more transparent, and easier for brands, without relying on hidden paperwork or opaque audits. Most verifications can be completed instantly, with limited cases requiring additional review. To mark Expo West, WISEcode is extending a limited-time offer to a select number of brands on a first-come, first-served basis, providing the first SKU verified free for one year with three or more submissions, and 50% off additional SKUs at $100 per SKU for the first year, versus the standard $200 annual rate.
For brands, the Shield is more than a mark. When a product does not meet Non-UPF thresholds, WISEcode identifies the specific ingredients and processing techniques driving that outcome in order to assist brands in their reformulation efforts. The company works directly with CPG partners to assess individual SKUs and broader product portfolios, delivering structured reports that outline processing drivers, benchmarking insights, and clear pathways toward Non-UPF qualification.
Initial participants include Blue Zones Kitchen, OKO, and more, with broader enrollment open now.
A Consumer App That Makes Processing Visible
Beginning Wednesday, March 4th, the WISEcode mobile app will place ultra-processed food classification at the center of the user experience. When shoppers scan a product, the app immediately displays if the product is ultra-processed or not under the WISEcode Standard and explains the ingredients contributing to that classification in plain language.
Products that meet Non-UPF criteria display a clear verification badge within the app. Ingredient clarity and contextual summaries help consumers understand not just what is in their food, but how it was manufactured.
“Awareness of ultra-processed food is rising, but shoppers still struggle to identify it consistently,” said Dr. Richard Black, Chief Scientific Officer at WISEcode. “Our goal is to make processing visible and understandable in seconds.”
The WISEcode UPF™ Standard
At the core of both launches is the WISEcode UPF™ Standard, a structured framework designed to clearly define ultra-processed food.
While public discussions often rely on broad categories or simple ingredient exclusions, the WISEcode Standard evaluates individual ingredients, considers the degree of refinement, accounts for added sugar contribution, and flags industrial additives associated with heavy processing or potential health consequences. Products are classified across five levels: Minimal, Light, Moderate, Ultra, or Super-Ultra Processed.
“We believe food transparency requires clear standards that work in the real world,” said Peter Castleman, Founder and CEO of WISEcode. “Consumers need clarity. Brands need consistency. Our Standard was built to support both.”
Building Infrastructure for the Next Era of Food Transparency
As regulators and industry groups continue working toward shared definitions of ultra-processed food, WISEcode has introduced a framework designed for immediate use. By combining ingredient-level evaluation with scalable technology, the company is translating ultra-processed food classification into practical infrastructure for both consumers and manufacturers.
“Food systems are at a tipping point,” Castleman added. “The question is not whether ultra-processed foods matter. It is how we define them clearly and apply that definition consistently. That is what we are building.”
Attendees can experience the new app interface and learn more about the Non-UPF Shield™ at ACC Level 3, Booth 8813 at Natural Products Expo West in Anaheim. The updated WISEcode UPF Detector app will be available in the Apple App Store and Google Play beginning March 4th.
About WISEcode™
WISEcode™ is a Food Intelligence Platform™, analyzing more than 840,000 products across 15,000+ attributes to deliver precision transparency into what is in our food. The company is pioneering ingredient-level ultra-processed food classification for consumers, brands, and policymakers, transforming complex food data into clear, actionable insight.
Truth in Every Bite™
Contacts
Media Contact:
Max Borges Agency for WISEcode
[email protected]
