People don't like ultra-processed in an partake-abstain framing (like many do with illegal drgus), but they could just apply a how-often, or frequency framing, (like they do with alcohol).
People are just uncomfortable with the responsibility being theirs and are exercising their denial.
The demand for a narrative about evil-FDA or evil-food-corp is HIGH. Everyone could just eat like the healthiest among their friends and family, but you can't sell a story without a villian.