Amy

What kind of content does Amy make?

Amy offers a straightforward and informative approach to navigating the world of food. On Instagram and TikTok, she breaks down the health impacts of ultra-processed foods, guiding followers through supermarket aisles with practical hauls and ingredient deep-dives. Her content demystifies the food industry and empowers viewers to make healthier, more affordable choices accessible for everyday life.

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Content categories

Cooking

Food

Vegan

Weightloss

Wellbeing

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THE TOMAHAWK saved the day 🤩🤩🤩🤩
Single handedly made up for the lack of fruit, veg and unprocessed meat offers.

Still some great options for healthy eating though!

#avoidingupf #foodisfuel #knowwhatsinyourfood #healthyeatinginspo
Food shop, healthy food ideas, UK healthy eating

ANY way of eating that eliminates anything in the supermarket can be described as "restrictive" and "fear mongering".

The double standards are insane too. You can't tell people to limit red meat because it's linked to heart disease and in the same breath tell people that cutting out UPF is disordered and restrictive. That's clown world stuff 🫠🤡💀

So NO WONDER people are confused, and suffering with their health 😩

But this is serious. Look at the rates of chronic illness. Look at what's happening to children. Look at obesity rates. Look at how we are NOT OK anymore. Mentally or physically.

It is irresponsible, and frankly dangerous, to be telling people that eating whole foods and avoiding UPF is disordered. Similarly statements like "there are no good and bad foods" are majorly unhelpful and also to use their term - misinformation (Yep I went there 😂) By design, we as a society can't tell the difference between food and a food like product, so yes, there are good and bad foods in the context of what is available in the supermarket and what the majority of people perceive as food.

#avoidingupf #diseaseprevention #healthyeatinglifestyle #relationshipwithfood #realfood

Real food was a problem to solve.

We've conquered it now, but at what cost? We're all eating for pleasure and enjoyment while our bodies slowly deteriorate.

The tentacles of the food industry live rent free in our brains. Cravings, food noise and emotional support. We do their marketing for them - we judge others for avoiding them, we tell people they're depriving their kids if they don't provide them, we are convinced that we must eat them or we will give ourselves an eating disorder.

Now, we don't know how to nourish ourselves. We don't know what a healthy diet looks like. The "moderation" myth is keeping us hooked - good luck moderating purposely addictive products.

And notice this; almost no one is ok. Everyone has something to complain about. Sleep, aches and pains, constantly battling colds, fatigue, inability to maintain fat loss, anxiety, headaches, unexplained infertility, IBS and the list goes on...

And STILL we are being told by professionals that cutting out food groups is dangerous (UPF is not a food group) that people who warn against UPF are fear mongering, and that eating a healthy whole food diet is difficult, a hassle and too expensive.

The illusion is strong.

Until it isn't anymore. And then you can't unsee it.

#eatrealfoods #foodisfuel #thetruthaboutfood #ultraprocessedfood #foodmindset

Spoiler: there are no secrets. You can't bypass biology. And fobbing off all these symptoms as "normal" because they are common means way too many people are not making the connection between what they eat and how they feel.

These same people will recommend calorie deficits for weight loss and MISS THE IRONY 🤡💀

Calorie deficits are the DEFINITION of restriction, my god 🤦‍♀️ you can't say something is bad because it's restrictive while literally recommending something else that's just a restrictive. It's a mad world... where have the brains gone 🫠

ANY diet is restrictive. Avoiding anything on the supermarket shelves is restrictive - you're not eating something that's sold to us as food. You're "restricting" yourself from that product.

It's all about mindset. I fear there is a lot to unpack about this topic, including the suck cost fallacy, people telling others to eat UPF in moderation to make themselves feel better about their own consumption, and of course industry manipulation.

It's just crazy that we are in a point in society where eating a healthy diet is wrapped in negativity. It feels like regression. And it's probably in part why the life expectancy has gone down...

#foodisfuel #avoidingupf #foodmindset #healthydiet #ingredientsmatter

Who is Amy’s audience?

Amy's audience is likely comprised of health-conscious individuals in the UK interested in making informed food choices, particularly concerning ultra-processed versus whole foods. Their intent signals are strong, indicated by a high Instagram engagement rate of 10.02%, significantly exceeding benchmarks (TikTok ~3.0%, Instagram ~1.5%, YouTube ~2.0%). This suggests a highly receptive and engaged community actively seeking Amy's insights on supermarket hauls and the food industry. The quality of engagement appears excellent, pointing to a loyal following that trusts Amy's recommendations and educational content.

Which creators are similar to Amy?

If you're looking for creators like this creator, you'll find them perfect for audiences interested in understanding the impact of ultra-processed foods and embracing healthier, whole-food alternatives.

Tonichealth

TikTok @tonichealth · Instagram @tonichealth

This creator shares advice on making healthier food choices when shopping and cooking. They review different food products, comparing ingredients and nutritional value, often suggesting alternatives to processed items. The creator also provides tips on how to save money on groceries by making smarter purchasing decisions. Their content covers a range of food categories, including meat, dairy, snacks, and pantry staples.

Cooking

Educational

Food

Mo Ali

TikTok @mrhealthlife · Instagram @mrhealthlife

The creator shares content focused on natural health and wellness. They discuss the potential impact of synthetic chemicals and artificial food dyes on health, advocating for natural alternatives. Videos also cover topics such as gut health, dental health, the benefits of nose breathing, and the practice of earthing or grounding. Additionally, the creator offers advice on making healthier food choices, including selecting specific vegetables and cooking oils, and promotes natural supplements.

Beauty

Cooking

Educational

Fraser Reynolds

TikTok @fraser_reynolds · Instagram @fraser__reynolds

This creator shares videos focused on healthy recipes and fitness advice. Many of their recipes are high in protein and designed for easy home cooking, often replicating popular takeaway dishes. They also provide guidance on nutrition, fat loss strategies, and maintaining a consistent approach to fitness. Additionally, the creator discusses personal development and the importance of integrity and determination.

Business

Cooking

Educational