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The four‐tiered NOVA food classification defines foods based on their degree of processing and ranges from native unprocessed foods to so‐called “ultra‐processed” foods. Recent publications have suggested that foods classified as ultra‐processed are unhealthy and contribute to the obesity epidemic. It is important to distinguish between formulation and processing of a food. In most cases it is the formulation more than the processing that results in foods that are not recommended as part of a healthy diet. Such “ultra‐formulated” foods are unhealthy because they are high in added sugar and other caloric sweeteners, refined flours saturated fats and salt to increase palatability. The understanding that processing and formulation are distinct will assist health professionals in identifying the types of foods that are unhealthy and contribute to overconsumption and obesity. It furthermore will help to destigmatize food technology and promote discussions amongst health professionals, food scientists, corporate scientists, government officials and the general public. Novel food processing techniques are urgently needed in times of population growth, climate change and war‐induced food shortages.