This session explores ultra-processed food addiction (UPFA) as a potential hidden clinical driver behind repeated relapse, cravings, binge eating symptoms, weight cycling and difficulty sustaining dietary change. Drawing on findings from the Liberate intervention, including feasibility, acceptability and binge eating symptom outcomes, the session will consider how an addiction-informed approach may support patients who say, “I know what to do, but I can’t stop.” Attendees will be introduced to practical tools for recognising possible UPFA in clinical practice, including the CRAVED screening tool and the RECOGNISE consultation framework. The session will also explore how clinicians can have conversations about moderation, abstinence-informed approaches, signposting and follow-up.