Simple Mills meets milestone non-UPF pilot verification

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Simple Mills meets milestone non-UPF pilot verification

20 Feb 2026

Lily Cota

Lily Cota is a writer, editor and photographer from Kansas City, Missouri. She graduated from Missouri State University with a Bachelor of Science in English and a minor in Photography. When she’s not writing, you can find her reading fantasy novels, thrifting, trying out local coffee shops and spending time with her nieces.

CHICAGO — The conversation around ultra-processed foods (UPFs) and Non-UPF Verified certification is only getting louder. While the industry awaits the official definition of UPFs, a few baking companies are getting a head start on certification by enrolling in the Non-GMO Project.

Simple Mills, a Flowers Foods’ brand and provider of better-for-you crackers, cookies and bars, is among the first brands to earn verification under the Non-UPF Verified Standard. The new third-party certification identifies foods made without excessive industrial processing, and verifies products composed primarily of minimally processed ingredients and free from hyper-engineered additives.

“From day one, we set out to make food differently, by using simple ingredients that not only offer exceptional taste and texture, but provide meaningful nourishment,” said Katlin Smith, founder and CEO of Simple Mills.

As a member of the pilot program, Simple Mills drew on years of ingredient standards to collaborate with the Non-GMO Project and provide expertise to help define the new standard. To earn Non-UPF Verification, a product must be made primarily from minimally processed ingredients, meet strict formulation criteria, and avoid prohibited additives and high-impact industrial processing methods.

“These early verified brands, like Simple Mills, have played a critical role in strengthening the Non-UPF Verified Standard through real-world application.” — Megan Westgate | founder and CEO | Non-GMO Project

Since its founding in 2012, Simple Mills has remained steadfast in its mission to revolutionize how food is made by using nutrient-dense ingredients that maximize nutrition, along with thoughtful processing methods that help maintain nutrient integrity.

“Our team has always believed in this vision and led the way in reimagining beloved foods by pioneering the use of unique, nutrient-dense nut, seed, vegetable, and legume flours that make it easier for consumers to get more from their snacks,” Smith said. “We’re thrilled to see the industry establishing a standard that offers consumers the transparency they deserve – and makes it easier for them to choose better options they can feel good about.”

Simple Mills’ ingredients are minimally processed using physical extraction methods and no harsh chemicals. The brand avoids artificial flavors, colors, preservatives and isolated gums, and only uses sweeteners like coconut sugar, molasses, honey and cane sugar.

“These early verified brands, like Simple Mills, have played a critical role in strengthening the Non-UPF Verified Standard through real-world application,” said Megan Westgate, founder and CEO at the Non-GMO Project. “We are so grateful for their participation because they helped ensure the program is both rigorous and workable, reflecting what responsible food production looks like in practice.”

Simple Mills submitted its entire portfolio across cracker, cookie, bar and baking mix categories, and to date, 20 products have already been approved, representing 40% of the total portfolio, with more products to join the list later this year.

Learn more about the conversation on UPFs here.