Leading Better-for-You Snack Brand Offers Same Snacks, Now Non-UPF Verified™

Introducing Nothing at All: After careful consideration and extensive third-party review, Simple Mills is proud to confirm that it has changed nothing. The only thing that’s new is the Non-UPF Verified™¹ badge.
60% Non-UPF Verified and Climbing: So far, Simple Mills has already received Non-UPF Verification for 60% of its products, without needing to reformulate a single recipe.
Omni-Channel Media Strategy: The "Announcing Absolutely Nothing" rollout includes high-impact media in New York City (Union Square, Port Authority), Los Angeles, and The Hamptons.

Simple Mills, a leading provider of better-for-you crackers, cookies, bars, and baking mixes made with purposeful, nutrient-dense ingredients and one of the first brands to earn verification under the Non-UPF™ Verified Standard, is launching a national campaign, "Announcing Absolutely Nothing" to celebrate a simple fact, in a lighthearted and humorous way: Simple Mills has changed nothing. Same ingredients. Same recipes. Now Non-UPF Verified.

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Simple Mills offers same snacks, now Non-UPF Verified™

"Announcing Absolutely Nothing" is a multi-market omni-channel campaign that includes brand takeovers in New York (Union Square and Port Authority), Los Angeles, and The Hamptons, with a clear message: Simple Mills offers the same non-ultraprocessed snacks it always has, now Non-UPF Verified. The brand submitted its entire portfolio of crackers, cookies, bars, and baking mixes for Non-UPF verification, and so far, 60% of its products have already been approved, with the vast majority of products anticipated to be verified later this year. This verification was achieved without needing to reformulate a single recipe, demonstrating that the brand’s commitment to using nutrient-dense, minimally-processed ingredients in novel ways that maximize nutrition and flavor inherently aligns with the new Non-UPF Verified Standard.

Addressing the Transparency Gap in Ultra-Processed Foods

As concerns about ultraprocessed foods continue to rise, many Americans lack the ability to recognize them. According to research conducted by Linkage Research & Consulting for the Food Integrity Collective, 68% of consumers say they actively try to avoid ultra-processed foods, while 70% say they struggle to identify them.² The Non-UPF Verified label is designed to help address this gap by providing a clear marker on shelf.

"We’ve been dedicated to using nutrient-dense, stunningly simple ingredients like nut, seed, vegetable, and legume flours - whole food sources that offer nutrition, taste, and texture - long before non-ultraprocessed was a topic of conversation," said Michelle Lorge, President of Simple Mills. "We’re proud to have helped pave the way and prove that snacks can be minimally processed, nutritious, and delicious at the same time. We know most shoppers want to avoid ultraprocessed foods but just need help identifying them, and the Non-UPF Verified badge gives them a simple green light. It’s nice to finally have a name for the foods we’ve been making since day one."

Simple Mills’ ingredients are minimally processed using only gentle, physical extraction methods and no harsh chemicals. The brand never uses artificial flavors, colors, preservatives, or isolated gums, and uses sweeteners like coconut sugar, molasses, honey, and cane sugar.

"Announcing Absolutely Nothing" Media Rollout and Placements

"Announcing Absolutely Nothing" will come to life through a series of high-impact placements: a full-page print layout in The New York Times; major transit entrance takeovers surrounding New York's Union Square and Port Authority; large-format digital boards in Los Angeles and The Hamptons, and summer sky-banners targeting concentrated coastal wellness hubs, also in The Hamptons.

"Announcing Absolutely Nothing" will run in-market throughout the summer and will be amplified through social content and ongoing partnerships with prominent health, wellness, and culinary authorities.

For more information about Simple Mills and its commitment to food transparency, visit simplemills.com.

About Simple Mills

Founded in 2012, Simple Mills is a leading provider of better-for-you crackers, cookies, snack bars, and baking mixes made with simple and nutritious, high-quality ingredients that deliver extraordinary taste.

Simple Mills is one of the first brands verified under the Non-UPF Verified Standard, a third-party certification. Verification currently covers select products, with the remainder in process. See simplemills.com/nonupf.

The brand, which joined the Flowers Foods (NYSE:FLO) portfolio in 2025, has disrupted center-aisle grocery categories, becoming a leading natural cracker, cookie, and baking mix brand in MULO+, with distribution in over 30,000 stores nationwide. Its mission is to revolutionize the way food is made to nourish people and planet. For more information, visit www.simplemills.com.

¹Non-UPF Verified™ applies to select Simple Mills products. For the current list, visit simplemills.com/nonupf.

²Food Integrity Collective & Linkage Research & Consulting, "U.S. Consumer Ultra-Processed Food Insights & Verification Survey" (Internal Consumer Research in support of the Non-UPF Verified Standard, 2025/2026).

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Media Contact:

Rachel Kay Public Relations

Jules Mastrocola

908-587-6887

SimpleMills@rkpr.net