Fat Shaming at the Super Bowl?

During the Super Bowl, there was a commercial that sparked a lot of conversation. Its message centered on encouraging people to eat more whole foods and fewer processed foods. On the surface, that sounds amazing! But the tone crossed a line for many — subtly fat-shaming, fear-based, and rooted in the idea that bodies need to be controlled, fixed, or punished.

Let’s talk about this.

Yes, Whole Foods Matter!

Whole foods: fruits, vegetables, beans, whole grains, nuts, seeds, eggs, fish, and minimally altered meats , are foundational to good health. They provide fiber, vitamins, minerals, antioxidants, and nourishment our bodies genuinely need.

Eating more whole foods can:

• Support digestion and gut health
• Help stabilize blood sugar
• Improve energy levels
• Reduce risk of chronic disease

This is not up for debate. Whole foods are wonderful!

But here’s where the conversation often goes wrong.

Not All Processed Foods Are the Enemy!

Processed simply means a food has been altered from its original state in some way. That alteration can be as basic as washing, chopping, freezing, cooking, fermenting, or packaging.

Examples of processed foods that can absolutely be part of a healthy diet:

• Frozen fruits and vegetables
• Canned beans and lentils
• Rolled oats
• Greek yogurt
• Tofu and tempeh
• Nut butters
• Whole-grain bread
• Pre-cut produce
• Milk, cheese, and fortified plant milks

These foods are often:

• More affordable
• More accessible
• More realistic for busy lives
• Just as nutritious as fresh options

For many families, processed foods are not a moral failure — they are a lifeline and a key to survival.

Processed vs. Ultra-Processed: The Key Distinction

The real issue isn’t processed foods — it’s ultra-processed foods.

PROCESSED FOODS have few ingredients, have ingredient names that you recognize (and can pronounce) and are often made to preserve, freeze or aid in the preparation of the food.

Ultra-Processed Foods

ULTRA-PROCESSED FOODS have long ingredient lists that are often difficult to pronounce and things you don’t recognize, heavy use of additives, artificial flavors, dyes and preservatives, and are desined to be hyper-palatable and are extremely tasty, and therefore, often over consumed.

Examples of ultra-processed foods:

• Sugary cereals
• Soda and energy drinks
• Candy and packaged sweets
• Chips and snack cakes
• Highly refined fast food items

Ultra-processed foods can absolutely fit occasionally in a balanced life — but they shouldn’t dominate the plate. The problem arises when messaging turns this into shame, fear, or body hatred.

Health Is Not a Punishment

Somewhere along the way, many popular wellness culture ideas have determined that exercise must hurt of be effective, that healthy foods cannot be enjoyed and bodies that don’t fit a particular mold should be criticized and changed.

I cannot even begin to describe how harmful this is.

Movement is not a punishment for what you ate. Food is not something you earn. Your body is not a problem to solve.

True health comes from care, not control.

You don’t eat well because you hate your body.
You eat well because you love it.

You move your body because it brings energy, strength, and joy — not because you’re trying to shrink yourself.

With this mindset change, a sustainable change can happen in our lives! Good habits become wants instead of needs. Food choices feel empowering, not restrictive, and movement becomes something you look forward to!

A healthier message would sound like this:

• Eat more foods that help you feel energized and nourished
• Use frozen, canned, and packaged foods without guilt
• Move your body in ways you enjoy
• Rest when you need to
• Fuel yourself with foods you like and foods that support your health

Health is not about perfection.
It’s about consistency, flexibility, and self-respect.

We don’t need more media that scares, shames, or judges bodies.

We need conversations that that educate free from blame, encourage healthy decision making without shaming and leave people feeling empowered and capable instead of powerless and worthless!

You deserve good nourishment for your body.
You deserve movement that feels good.
And you deserve to live in your body with kindness.

That is real wellness.