By The World Ambassador TWA ______ The prevalence of non-communicable diseases (NCDs) is escalating in Pakistan. Alarming statistics reveal that over 41% of adults in Pakistan are either obese or overweight. Additionally, more than 33 million people are currently living with diabetes, with another 10 million on the verge of developing the disease. Without immediate policy interventions, the number of individuals with diabetes is projected to surge to 62 million by 2045. The number of people living with diabetes in Pakistan increased from 6.3 million in 2011 to 33 million in 2021 and approximately 36 million in 2024, with an additional one million as pre diabetic. These concern was highlighted in a Press conference organized by Pakistan National Heart Association (PANAH) and its coalition partners Heart Files, Pakistan Youth Change Advocates (PYCA), Center for Peace and Development Initiatives (CPDI), Pakistan Medical Association (PMA), Pakistan Academy of Family Physicians (PAFP), Al-Pakistan Kidney Welfare Association (PKWA), Diabetic Association of Pakistan (DAP) at a local hotel in Islamabad. General Secretary PANAH, Sana Ullah Ghumman is calling on the government to prioritize public health over business interest. He said that alarming rate of increasing NCDs is becoming a pandemic in the country. Government should take immediate action by imposing taxes on ultra-processed products to reduce consumption of ultra-processed products while the government has recently increased the tax on petrol which result in a high inflation increase in prices of medicine and other house hold items. Sanaullah urge government to "Taxing ultra-processed foods is a triple win for government and country as it will not only get the more needed revenues but will also reduce the disease burden and increase productivity. Other participants said that Ultra-processed products, laden with unhealthy additives, sugar, and artificial ingredients, are a leading cause of obesity, diabetes, and other chronic diseases. Taxing these products would not only generate revenue for government but also incentivize healthier consumption habits, alleviating the growing strain on public health systems and supports long-term sustainability by encouraging healthier diets and reducing carbon footprints linked to food production. Government should shift its taxation priorities by targeting ultra-processed food and beverage products instead of increasing petrol taxes. Demand from government was made to prioritize public health rather than the corporate interests and immediately impose higher taxes on unhealthy UPPs.