A New Label Standard
Go Raw, the Northbrook, Ill.-based seed-based snack brand, has earned Non-UPF Verified status for its Organic Sea Salt Sprouted Pumpkin Seeds — placing it among the first snack products to clear the independent certification launched by the Non-GMO Project. The Non-UPF (Non Ultra-Processed Food) Verified program is a nonprofit, third-party standard designed to help shoppers identify foods that are not excessively processed, giving retailers and buyers a credentialed hook beyond organic and non-GMO claims.
For convenience operators building out better-for-you snack sets, the certification adds a new on-pack signal to a category already crowded with clean-label messaging. Go Raw holds USDA Organic and Non-GMO Project Verified status across its portfolio; the Non-UPF seal extends that verification stack to address the ultra-processed food conversation that has gained significant traction among health-oriented consumers and, increasingly, in mainstream grocery.
Packaging and Portfolio Rollout
Refreshed packaging featuring the Non-UPF Verified seal on the front of pack is expected to begin rolling out in November 2026. Go Raw frames the Sea Salt Sprouted Pumpkin Seeds approval as the first step toward earning Non-UPF Verification across its full line, which spans Sprouted Seeds, Snacking Granolas, and Snacking Crisps.
Peter Grumhaus, CEO of Go Raw, called the verification a validation of practices the company has maintained for more than two decades rather than a formulation change. "As the conversation around food becomes more complex, shoppers deserve clear, credible standards they can trust," Grumhaus said. "We're proud to be among the first brands to earn Non-UPF Verification and help make the snack aisle a little easier to navigate."
C-Store Relevance
The ultra-processed food debate has moved well beyond niche wellness circles. NACS data consistently shows that the better-for-you snack segment — including protein-forward, organic, and minimally processed SKUs — is one of the faster-growing inside-sales categories for convenience retailers looking to upgrade their packaged snack sets. Seed-based snacks in particular have benefited from shopper demand for high-protein, short-ingredient-list options that travel well and carry a strong margin profile relative to conventional salty snacks.
For buyers evaluating the c-store snack wall, a recognizable third-party verification like Non-UPF — backed by the Non-GMO Project's existing retail credibility — can reduce friction at the shelf-set level. Operators who have already added better-for-you snack destinations to their stores may find the seal a useful merchandising differentiator, particularly in locations serving health-conscious commuter or suburban demographics. Go Raw's portfolio price points and compact SKU footprint also make it compatible with the limited linear footage most c-store snack sections can dedicate to specialty items.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
