How Big Tobacco helped design Lunchables—and gave birth to the ultra-processed food industry

A bombshell study published in the American Journal of Public Health has definitively linked the rise of ultra-processed foods (UPFs) like Lunchables to research and development practices pioneered by Big Tobacco. Authored by UCSF's Laura Schmidt, the paper reveals how tobacco giants, notably Philip Morris, leveraged their expertise in flavor engineering and consumer psychology to craft hyper-palatable convenience foods, challenging the industry's long-held narrative of independent innovation. The findings, drawing on previously undisclosed internal documents, have reignited fierce debate across public health circles and put leading food manufacturers under intense scrutiny. While Kraft Heinz, current manufacturer of Lunchables, maintains it has been independent of Philip Morris since 2007 and has evolved its portfolio, critics argue the fundamental design principles of these foods persist. The study has fueled new calls for regulatory action, with discussions gaining traction in international bodies and several U.S. states regarding stricter front-of-package labeling and marketing restrictions for UPFs, mirroring measures already adopted in parts of Latin America. Looking ahead, the revelations could significantly reshape consumer perception and industry strategy, potentially accelerating shifts towards healthier, less processed options. Policymakers face increasing pressure to address the public health crisis linked to UPFs, with updated World Health Organization guidelines anticipated. The coming months will test whether this historical exposé translates into tangible policy changes and a fundamental re-evaluation of corporate responsibility in the global food supply.