Running a Brand-vs-Brand UPF Comparison

The Brand-vs-Brand UPF Comparison lets you benchmark your portfolio’s UPF profile against another brand’s — head-to-head, with the same WISEcode methodology applied to both. This article explains how to run a comparison and how to use the results.

What the comparison shows

The comparison is a side-by-side analysis of two brand portfolios on four dimensions:

• UPF share — what percentage of each brand’s portfolio classifies as Non-UPF vs UPF
• Top ingredient drivers — which specific ingredients account for the largest UPF gap between the two brands
• Best and worst performing products — the top performers and outliers on each side

If your brand has been granted access to the Ingredient Quality Report, the comparison also includes an ingredient quality matrix across the nine Ingredient Quality categories (Artificial Colors, Flavors, Preservatives, Sweeteners, Banned/Unsafe, Clean Label, Emulsifiers, Seed Oils, UPF). That report is in Studio and requires separate approval.

When to use it

Three high-value scenarios:

1. Competitive benchmarking

You’re a category leader and want to validate that your portfolio is cleaner than your closest competitor. Run the comparison and use the results in marketing decks, investor materials, and sustainability reports.

2. Retailer conversations

A buyer asks “how do you compare to [competitor]?” — the comparison gives you a data-backed answer in one click, instead of an opinion-based pitch.

3. Internal strategy

You’re considering a new product launch or reformulation. Comparing your current portfolio to a brand you aspire to be like (or that you compete with directly) shows the gap and what closing it would require.

How to run a comparison

1. Open Brand-vs-Brand UPF Comparison from the Portfolio reports menu
2. Confirm your brand. Your portfolio is pre-loaded as the baseline
3. Select the comparison brand. Search by brand name. Any brand WISEcode has discovered in its public database is eligible — you don’t need permission from the other brand to compare against them
4. Run the comparison. Results generate in seconds
5. Review and export. Each section is exportable as a branded PDF for sharing

Reading the output

• The headline number — UPF share comparison (“Brand A: 68% Non-UPF · Brand B: 31% Non-UPF”)
• Driver list — which ingredients are pulling each brand’s score up or down
• Product spotlight — best- and worst-performing products on each side
• Ingredient quality matrix (if approved for the Ingredient Quality Report) — green / yellow / red across the nine categories for each brand

When sharing externally, the driver list is usually the most persuasive section — it shows specifically why one brand performs better, not just that it does.

Limits and caveats

• Coverage — the comparison covers products WISEcode has discovered for each brand. If a competitor has a much larger portfolio than what’s in the WISEcode database, the comparison may understate their full catalog
• Data freshness — discovered data may lag a reformulation by weeks or months. If a competitor recently cleaned up an ingredient list, the comparison may still reflect the older data
• Single category at a time — for brands that compete across multiple categories (snacks + beverages, for example), run separate comparisons per category for a fair read

Using the comparison externally

The comparison is directional, not a public verification. To represent the data externally:

• Internal use — share freely with your team, board, investors
• Sales and retailer pitches — share with buyers under standard NDA practices
• Public marketing — do not claim verification on the competitor’s behalf. Frame the comparison as “according to WISEcode data as of [date]” and avoid disparaging language. WISEcode does not warrant the public use of competitive comparisons in advertising

Common questions

Can I compare against multiple brands at once? Today the comparison runs two brands head-to-head. Multi-brand benchmarking is on the roadmap.

Does the other brand see that I compared against them? No. Comparisons are private to your account.

Can I compare my own brand at two different points in time? Yes. Use the “compare to historical” option to benchmark your portfolio today against your portfolio at a prior date — useful for tracking reformulation progress.

Why isn’t the brand I want in the search? WISEcode covers most major and mid-size CPG brands. If your target brand isn’t appearing, message WISEcode Help — we can prioritize brand ingestion if there’s a clear use case.

Can I include the comparison in a press release or earnings call? We recommend talking to your account team first. WISEcode data is a strong claim — using it externally benefits from a quick review to make sure the framing is supportable.

Next steps

• Reading Your Product UPF Report and Portfolio UPF Report — the baseline reports the comparison builds on
• Understanding the WISEcode Ingredient Quality Report — the ingredient categories behind the optional matrix (Studio, approval required)
• From Portfolio to Shield — convert a strong comparison position into a verified on-pack mark

Need help?

For toolkit access, asset specifications, or shield usage questions, submit a request and a member of the WISEcode team will get back to you.