Where do you see that? My understanding is that packaging has to actually be implied by the food. It would be psychotic for potato chips served in a paper bag to be okay and potato chips served in a branded bag to be bad but I've been surprised before.

It is the case that several of the prominent voices against UPFs have said some ridiculous things in this direction. Like that a packaged lasagna that is made entirely from ingredients and processes that a home cook would use to make lasagna is bad because it comes from the same corporations and market forces that also produce the frozen lasagnas that are loaded with stabilizers and added sugar.