Sunna van Kampen joins Tim Gray for a deep dive into the state of the UK food supply, the marketing tricks supermarkets use to sell us ultra-processed food, and why he believes real food, not biohacking, is the true foundation of health.

They explore why 57% of UK calories come from ultra processed food (rising to 66% for teenagers and 82% in the average kid's lunchbox), the shrinking size of chocolate bars and cereal boxes while prices climb, why some white chocolate no longer contains any cocoa, the hidden chemicals inside "fragrance" on every label, and why Sunna believes biohacking cannot fix a poor diet.

In this episode, we explore:

➡︎ The scale of the UK's ultra-processed food problem Sunna breaks down the calorie data behind ultra processed food consumption across adults, teenagers and children, and why he believes it is the single biggest driver of the 63% UK overweight and obesity rate.

➡︎ The supermarket marketing tricks nobody notices From shrinkflation in chocolate bars and cereal boxes to a viral moment involving coconut water and vitamin C, Sunna explains how "perfect competition" on the shelf shapes what ends up in your trolley.

➡︎ What food labels are really hiding Sunna and Tim discuss why alcohol still is not legally required to list sugar content, why the traffic light nutri score system can mislabel ultra processed food as healthy, and how the word "fragrance" can legally conceal hundreds of untested synthetic chemicals.

➡︎ The US food pyramid overhaul and why the UK has not followed Sunna gives his take on the January 2026 US food guideline changes prioritising real food and protein, and why he thinks social media, not government policy, will be what changes the UK food industry.

➡︎ Feeding a family on no time and no budget Sunna shares the tricks he uses with his own son, from hiding eggs and cottage cheese in pasta to shopping the freezer aisle, plus why he thinks "no time to cook" is often a myth.

➡︎ Why biohacking cannot fix a broken diet Sunna and Tim agree that supplements and biohacking protocols are "majoring in the minors" if the fundamentals of real food and sleep are not in place first.

Sunna van Kampen is the founder of Tonic Health, a nutrition brand built to help people eat well without the junk found in most mainstream supplements and snacks. He has built a large social media following analysing supermarket products and calling out misleading health marketing.

Highlights:
01:29 – How bad is the UK food environment really?
02:46 – Why 63% of the UK is overweight or obese
06:18 – The supermarket marketing tricks most people miss
08:45 – How consumers can change the food industry with their wallets
10:33 – Why most people still don't realise how bad their diet is
13:12 – The shocking reality behind everyday foods like fish fingers and Skittles
14:54 – When chocolate stops being chocolate: how brands cost-cut food
17:35 – Why we're questioning the wrong ingredients in our everyday lives
21:31 – The foods and products that go viral — and what people are getting wrong
24:40 – Why arguing over the definition of ultra-processed food misses the point
30:15 – Why what you keep in your kitchen determines what you eat
31:22 – Are food companies deliberately engineering foods to be addictive?
37:25 – How social media is changing the food industry faster than governments
47:55 – What food labels actually tell you — and what they hide
1:03:52 – Does biohacking work if your diet is poor?

Connect with Sunna van Kampen:
Website: https://linktr.ee/tonichealth
Instagram: https://www.instagram.com/tonichealth/

Ultra-Processed People" by Chris van Tulleken

🎙️ This is the Health Optimisation Podcast with your host, Tim Gray, the UK's Leading Biohacker. This podcast brings you the latest in health optimisation, featuring experts and breakthroughs in nature, biohacking, technology, and longevity research. Join us to discover actionable advice for living longer and healthier.

Products mentioned:
- Tonic Health (immunity, energy & hydration, rest & recover supplements, kids/adult gummy multivitamin)

- Medeau (bioidentical fragrance)

- Exhale Coffee

- Rachel's Organic rice pudding

- Taylor's bone broth chocolate powder (double check exact name/spelling)

- Sage Bambino 2 (coffee machine)

- Hill Farm A2 raw dairy milk

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A massive thank you to IM8 for sponsoring this episode!

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