Date
12-16-2025
Department
School of Communication and the Arts
Degree
Master of Fine Arts in Graphic Design (MFA)
Chair
Monique Maloney
Keywords
ultra-processed food, processed food, UPF, food industry, corporation, satire, corporate satire, Big Food, Big Business, packaged food, junk food, healthy eating, food pyramid, branding, packaging design
Disciplines
Art and Design | Fine Arts
Recommended Citation
Brenning, Cassia Elizabeth, "The Ultra Dilemma: Understanding the Impact of Ultra-Processed Food" (2025). Masters Theses. 1421.
https://digitalcommons.liberty.edu/masters/1421
Abstract
Ultra-processed food dominates the market, making up an estimated 73% of the national food supply and costing 52% less than healthier, minimally- processed alternatives (Ravandi et al). With such a large supply, there is a great demand to sell these products to consumers. Major food corporations rely on misleading labels, heavy marketing, and industry-funded research to manipulate consumers into buying more of their products. While these products are cheap, quick, convenient, and delicious, they are not components of a healthy diet.
This thesis argues that the best way to tackle the issue of ultra-processed food is by redirecting focus from personal responsibility to corporate responsibility. Research showed that information on healthy eating is difficult to find thanks to manipulative strategies used by Big Food companies. An individual’s diet is determined by the products available, the cost of those products, and the time allotted to prepare meals. Many decisions regarding food are also influenced by marketing strategies. The current food system does not support the consumption of whole, healthy foods. Therefore, this projects aims to raise awareness of the anti-health agenda of Big Food and inspire greater scrutiny of the industry’s influence on the public perception of healthy eating.
The final deliverable is a substantial branding project that satirizes the current US food system using humor and hyperbole. Within the fictional universe of the brand, Oltra has completely monopolized the industry and now manufactures severely unhealthy ultra-processed foods to unassuming customers. This parody draws attention to the manipulative strategies used by the real food industry to keep consumers loyal to unhealthy foods.
