Under the hashtag #beatNCDs (Non-Communicable Diseases, such as cancer, diabetes, and cardiovascular disease), the Third United Nations General Assembly High-level Meeting, held in the late September 2018, claimed for NCDs control and prevention. The first meeting occurred in 2012 and was the initial demarche of NCDs discussion in the UN General Assembly. These meetings are noteworthy because of NCDs’ relevance in the contemporary agenda of global challenges (e.g., the Sustainable Development Goals). In spite of the increased attention in the global agenda, NCDs were responsible for 71% of all deaths worldwide in 2016 and over threequarters of them occurred in low- and middle-income countries (WHO, 2018). Especially in the last decades, NCDs have risen dramatically mainly due unhealthy diets, which include the excessive consumption of ultra-processed foods (UPF), which are those “hyper-palatable, cheap, ready-to-consume […], energy-dense, fatty, sugary or salty and generally obesogenic” edible products (Monteiro et al., 2013, 21).