James Collier, co-founder of Huel, has criticized the increasing fear of processed foods in favor of minimally processed foods perceived as healthier. He pointed to the rising popularity of raw milk as an example, noting the risks associated with consuming it due to potential contamination with dangerous bacteria, such as bird flu. Social media influencers promoting the alleged health benefits of unpasteurized dairy without mentioning the dangers are contributing to the problem.

As concerns over the health impacts of ultra-processed foods have grown, people have started to believe that all processing makes food unhealthy. Collier highlights the danger of misinformation surrounding food processing and acknowledges the legitimate health concerns associated with consuming too many unhealthy processed foods. He stresses that not all processed foods are unhealthy, and evidence shows that options like plant-based meat can be nutritious, while less processed foods like red meat are not always a healthy choice.