Simple Mills Announces "Absolutely Nothing" in New National Campaign

Aug. 04, 2026

Simple Mills, a leading provider of better-for-you crackers, cookies, bars, and baking mixes made with purposeful, nutrient-dense ingredients and one of the first brands to earn verification under the Non-UPF™ Verified Standard, is launching a national campaign, “Announcing Absolutely Nothing” to celebrate a simple fact, in a lighthearted and humorous way: Simple Mills has changed nothing. Same ingredients. Same recipes. Now Non-UPF Verified.

“Announcing Absolutely Nothing” is a multi-market omni-channel campaign that includes brand takeovers in New York (Union Square and Port Authority), Los Angeles, and The Hamptons, with a clear message: Simple Mills offers the same non-ultraprocessed snacks it always has, now Non-UPF Verified. The brand submitted its entire portfolio of crackers, cookies, bars, and baking mixes for Non-UPF verification, and so far, 60% of its products have already been approved, with the vast majority of products anticipated to be verified later this year. This verification was achieved without needing to reformulate a single recipe, demonstrating that the brand’s commitment to using nutrient-dense, minimally-processed ingredients in novel ways that maximize nutrition and flavor inherently aligns with the new Non-UPF Verified Standard.

 Addressing the Transparency Gap in Ultra-Processed Foods

As concerns about ultraprocessed foods continue to rise, many Americans lack the ability to recognize them. According to research conducted by Linkage Research & Consulting for the Food Integrity Collective, 68% of consumers say they actively try to avoid ultra-processed foods, while 70% say they struggle to identify them.^[2] The Non-UPF Verified label is designed to help address this gap by providing a clear marker on shelf. 

Michelle Lorge, President of Simple Mills said:

“We’ve been dedicated to using nutrient-dense, stunningly simple ingredients like nut, seed, vegetable, and legume flours - whole food sources that offer nutrition, taste, and texture - long before non-ultraprocessed was a topic of conversation. We’re proud to have helped pave the way and prove that snacks can be minimally processed, nutritious, and delicious at the same time. We know most shoppers want to avoid ultraprocessed foods but just need help identifying them, and the Non-UPF Verified badge gives them a simple green light. It’s nice to finally have a name for the foods we’ve been making since day one.”

 

Simple Mills’ ingredients are minimally processed using only gentle, physical extraction methods and no harsh chemicals. The brand never uses artificial flavors, colors, preservatives, or isolated gums, and uses sweeteners like coconut sugar, molasses, honey, and cane sugar.

"Announcing Absolutely Nothing" Media Rollout and Placements

"Announcing Absolutely Nothing" will come to life through a series of high-impact placements: a full-page print layout in The New York Times; major transit entrance takeovers surrounding New York's Union Square and Port Authority; large-format digital boards in Los Angeles and The Hamptons, and summer sky-banners targeting concentrated coastal wellness hubs, also in The Hamptons.

“Announcing Absolutely Nothing” will run in-market throughout the summer and will be amplified through social content and ongoing partnerships with prominent health, wellness, and culinary authorities.

For more information about Simple Mills and its commitment to food transparency, visit simplemills.com.