Tobacco Industry Contributions to the Development of Ultraprocessed Food in the United States, 1985-2007: A Case Study of Lunchables.

We need to know how ultraprocessed foods (UPFs) are designed and formulated to better understand why these products cause overeating and weight gain, and how to apply appropriate guardrails. This information, however, is typically kept hidden by UPF companies as proprietary trade secrets. Using previously undisclosed internal company documents, this study traced product development for Lunchables, a prepackaged meal brand developed at Kraft General Foods while it was owned by the tobacco giant Philip Morris Companies. Findings show that a key reason Philip Morris purchased food companies was to increase revenues by sharing proprietary research and development assets across tobacco and food product lines. Philip Morris applied its product development approach for making cigarettes to Lunchables in 2 important ways: First, it applied its "consumer-driven product development" strategy that optimized products for consumer pleasure and appeal. Second, Phillip Morris applied its "better-for-you" reformulation strategy, first used to create filtered Marlboro cigarettes, to develop Low-Fat Lunchables in efforts to keep consumers worried about childhood obesity loyal to the brand. These findings speak to the need for public health research and policies that extend existing models for regulating tobacco to UPFs. (