The mum of two and internet sensation is on a mission to make people more informed about ultra-processed foods. Here, she talks about her viral supermarket swaps videos, how buying better can mean spending less, dealing with online critics and why she refuses to work with supermarkets or brands
Nutrition coach Sophie Morris on the dangers of Ultra Processed Foods and her favourite supermarkets swaps
If you’ve noticed customers in your local supermarket taking out their reading glasses to scrutinise the small print on the packaging of everything from yoghurts to hummus to frozen chips to sliced pans, it’s probably down to the #sophiemorriseffect.
This summer, Sophie Morris’ Instagram account hit 500,000 followers. It’s an extraordinary number for someone who’s neither a celebrity nor an influencer for hire, who actively declines opportunities to promote the products she endorses. But her daily videos of ‘clever swaps’ – supermarket foods that are better quality and often cheaper than the ultra-processed alternatives – filmed on her phone in different supermarkets near where she lives are compulsive viewing, and they are having a big impact on the shopping habits of Irish consumers.