Is Simply Pure Deliciousness Potato chips -Sea salt & cracked Pepper ultra-processed?

120 g Flavoured potato crisps Sold in Australia

Yes, it's ultra-processed

1 Unprocessed
2 Kitchen staple
3 Processed
4 Ultra-processed

Signs of ultra-processing in its ingredients:

Flavouring
Maltodextrin
Whey

26 ingredients
5 additives
Nutri-Score C

Less processed flavoured potato crisps

Less processed isn't automatically healthier, so compare the labels for what matters to you, such as sugar or salt.

Ingredients

Ultra-processing Processing signs are highlighted

potatoes, canola oil, whey powder (ultra-processing marker), maltodextrin (ultra-processing marker), salt (processing marker), mineral (salt (processing marker) (potassium chloride)), sugar (processing marker), spices (black pepper, chilli), yeast, yeast extracts, vinegar, soy protein, food acids (lactic acid, citric acid), onion, natural flavours (ultra-processing marker), sunflower oil (processing marker), antioxidants (tocopherols, ascorbic acid, rosemary extract)

Additives: E270 Lactic acid , E300 Ascorbic acid , E306 Tocopherol-rich extract , E330 Citric acid , E392 Extracts of rosemary

As written on the pack

POTATOES, CANOLA OIL, WHEY POWDER (MILK), MALTODEXTRIN, SALT, MINERAL SALT (POTASSIUM CHLORIDE), SUGAR, SPICES (BLACK PEPPER, CHILLI), YEAST & YEAST EXTRACTS, VINEGAR POWDER, SOY PROTEIN, FOOD ACIDS (LACTIC ACID, CITRIC ACID), ONION POWDER, NATURAL FLAVOURS, SUNFLOWER OIL, ANTIOXIDANTS (TOCOPHEROLS, ASCORBIC ACID, ROSEMARY EXTRACT)

What makes it ultra-processed

Cosmetic additives

Added to change how the food looks, feels or tastes, not to keep it safe. A hallmark of ultra-processed food.

Flavouring Flavourings are concentrated aroma preparations that add or intensify a taste.

Substances rarely used in home kitchens

Refined or extracted in factories, such as syrups made from starch or isolated proteins. The other hallmark of ultra-processed food.

Maltodextrin Maltodextrin is a white powder made by partly breaking down starch.
Whey Whey is the liquid left over from cheese making, usually dried into a powder and used as a cheap source of milk solids, protein and lactose.

4 ingredients that would only make it processed

Kitchen staples like sugar, salt and oil. On their own they make a food processed, not ultra-processed.

Salty snacks Products in the category "Salty snacks" are at least group 3.
Salt Salt, added for taste and preservation.
Sugar Sugar refined from sugar cane or beet.
Vegetable oil Vegetable oils are pressed or extracted from seeds, nuts and fruits.

How the NOVA groups work

Among 191 flavoured potato crisps

From least to most processed, this one ranks 114th. 95% of the flavoured potato crisps here are ultra-processed.

Ranked by NOVA group, then by the number of ultra-processing signs, additives and ingredients. Our ordering, not part of NOVA.

All 191 flavoured potato crisps, least processed first

About this information

Data from this product on Open Food Facts (barcode 9310015254758, last edited 4 June 2026), available under the Open Database License. If something is wrong or the recipe has changed, you can correct it there.
Photo: Open Food Facts contributors, CC BY-SA 3.0.
The NOVA group is an automated estimate from crowdsourced data: a missing or mistyped ingredient can change it.
NOVA measures processing, not nutrition. For nutrition, Open Food Facts gives this product a Nutri-Score of C (from A, best, to E).
General information, not medical or dietary advice. Check the pack if you have an allergy.