I think Chil's point about salt is a good one. One of the dangers with a lot of processed food is that people on the whole don't know how much salt, sat fat and sugar is in something, and if they do read the information, they don't understand it in the context of the other things they have eaten that day/week etc. The traffic light system that has been implemented by supermarkets has helped in some ways but hindered in others. I guess most people know that eating only foods that are red light for salt, fat and sugar, for every meal, is Bad For You, but I don't think it helps them distinguish between what you can have as an occasional treat and what you should really never eat as it barely qualifies as food. A lot of cheeses are red light for salt and fat, but cheese on wholemeal toast and a salad is a much more healthy and balanced meal than an enormous greasy meat feast pizza, and I think the traffic light system risks people thinking they are as bad as each other so might as well have the pizza.
And also even though most people might have heard of 5-a-day, there are huge swathes of people who don't bother to try and acheive that, and even those that do, might make a mess of portion sizes etc. If I make chicken for curry for DH and I, I know I have used one onion, one red or green pepper, a tin of chickpeas and half a tub of mushrooms between us, so I know we have 2 of our 5-a-day in that meal. You can't know that from most ready meals and lots of other processed foods.
Using the quiche example, the three mouthfuls of limp overcooked and not very fresh broccoli doesn't even qualify as a fraction of one of my 5-a-day, but a good two tablespoons full of steamed broccoli does, that's even if the quiche broccoli has the same nutritional content as the steamed (which I'm not convinced it does, as I'm not convinced that manufacturers always use the best freshest ingredients to make their processed foods).
Also, it's about context - you'd have to eat a lot of quiche (which is lovely but usually quite a lot of fat due to cheese and pastry) to get enough broccoli. A friend of mine said apparently tomato ketchup contributes to your 5-a-day. Well maybe, but it must throw your sugars and salts into the stratosphere.
This is IMVHO why processed foods are contributing to the declining health of the nation. They're not all evil per se, but they foster ignorance about what we are eating and thus make it much more difficult for people to make healthy lifestyle choices.
D