In Colombia, the consumption of ultra-processed foods has continued to grow and taxes on them have generated 1.9 trillion Colombian pesos. The figures reflect the high levels of junk food consumption and raise concerns among nutrition and public health experts, particularly with regard to the impact on children and adolescents.

Colombian newspaper El Chapo de Colombia reported that experts warned that behind the products were a set of "sensory marketing" strategies deliberately designed to stimulate consumers to buy. Belong to "Planeta Formacion y Universidades”Experts from the education group's Valencia International University (VIU) explain that several scientific studies have confirmed a direct link between frequent consumption of ultra-processed foods and worsening health indicators, while also increasing the risk of chronic diseases.

Despite the talk of "junk food addiction," according to Juan Revenga, director and professor of human nutrition and dietetics at VIU, The phenomenon is far more complex than it appears, and "the term 'addiction' may play down the severity of certain dependence problems, such as those triggered by tobacco or alcohol."

Rewenga insists that the reason why these products are so popular is largely due to a well-researched and designed marketing strategy. He pointed out that the food industry has invested a lot of energy in sensory marketing, and the work is done in extreme detail. The focus includes the aroma and taste of food, as well as the so-called "crunch effect" - the sound that food makes when it is bitten. All these elements are designed to bring pleasure and satisfaction to consumers.

He warned: "The ultimate goal of food companies is to increase their profits, not to act as public goods committed to maintaining public health."

Another factor that helps explain the surge in consumption of ultra-processed foods is the shift in lifestyle habits. Mr Rewenga said there was currently a perception in society that the cost of "healthy eating" was too expensive.

Moreover, he pointed out, the problem goes far beyond the monetary dimension. As he explains, the lack of time, the stress of daily life and the loss of home cooking skills also play a big role.

"In just one generation, we have lost a basic tool: the ability to cook and plan meals." He asserted.

Rewenga added that in many cases, ultra-processed foods have become a quick and readily available "emotional haven" for people coping with exhaustion.

Experts also warned about labeling tactics for certain products, which often carry words such as "light," "high fiber" or "low fat," often giving consumers the illusion that the products are healthy, although they may not be.