Ultra-processed food… How pure is my fridge?

Being a copywriter I have a tendency to look at words in a slightly mechanical way and have come to the conclusion that ‘ultra’ is a prefix that, like its more quantifiable cousin ‘mega’, is perhaps suffering from overuse. Usually associated with things that are good for you, e.g. ultra-marathons and ultra-endurance, I am surprised that ‘ultra’ isn’t up in arms about being included in ultra-processed food, which apparently isn’t good for you.

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