Any 'fad blitz' you see is just mindless flailing, trying to deal with a category of food we know is unhealthy but are still trying to work out the mechanisms and reasons why (which would enable improved categorizations). It doesn't seem particularly targeted at anything, and most industry players profit from ultra processed foods. I think the interesting edge case is soy milk and similar. Most brands including organic ones count as ultra processed by the nutritionists definition, with vitamins and calcium supplementation. And this very supplementation is how many vegans and vegetarians keep their calcium and B vitamin levels up, even if they don't always realize it.