There aren't any start-ups making great milk or beef. There's little growth to be had in these areas. Growth is UPF. And a lot of that growth comes from advertising.
There aren't any supplements that work for healthy people. Beneficial nutrients only seem to help us when we consume them in context. Fish oil doesn't benefit us, but oily fish do.
You're a participant in an experiment you didn't volunteer for. New substances are being tested on all of us all the time to see which of them are best at extracting money. Can a synthetic emulsifier be used instead of an egg? Can a seed oil replace a dairy fat? Can a bit of ethyl methylphenylglycidate be chucked in instead of a strawberry? By buying UPF, we're continuously driving its evolution.