Waitrose is asking suppliers to support a major new push on “non-ultra processed” foods.
Earlier this week, brands “operating in the non-UPF space” were invited to apply for its BrandsNew product development programme, which it runs with innovation consultancy YF.
The email, which was sent to YF members, said that Waitrose was “ramping up” its focus on non-UPFs throughout 2025. “We believe the non-UPF space is an exciting one.”
Later, on 28 January, Waitrose buyers hosted a number of existing Waitrose suppliers and other brands at its Bracknell HQ to discuss ultra-processed foods. The sold-out event included talks from existing suppliers Campden BRI, Tonic Health, Pukpip and Superkeen, as well as Joanne Lunn, head of health for the John Lewis Partnership.
Waitrose did not confirm whether it planned to launch a dedicated “non-UPF” range or classification when approached by The Grocer.
However, Rachel Dowsett, head of BrandsNew, reiterated that Waitrose was “open to hearing from brands who are making minimally processed, delicious food”.
The move follows M&S, which launched its own “non-UPF” push last year. As part of the talks, M&S has sought to tweak the criteria of its Eat Well health label, and pushed suppliers to limit or remove the total number of ingredients from products, with the aim of creating a healthy ingredients deck, which could be designated as non-UPF label or range.
However, as The Grocer reported in August, the talks ran into difficulty due disagreements between the retailer and suppliers over what constitutes a “UPF”.
A source with knowledge of the M&S talks said the friction highlighted the broader challenge facing retailers, and producers, who are attempting to respond to a consumer pushback against UPFs, despite there being a general lack of alignment on the notion of what constitutes an ultra-processed food and current government guidance on nutrition, including the nutrient profiling model.
Were Waitrose to follow M&S in attempting its own non-UPF range or classification “I don’t think it will last long,” the source said.
Ultimately, any success would depend on the definitions upon which Waitrose and other retailers sought to base their approach. “Is it about processing or is it about ingredients?” the source said.
Shoppers looking to supermarkets for guidance on UPFs
Research commissioned by The Grocer found in May that negativity towards UPF was growing among MPs across the political spectrum following the high-profile campaigning by the likes of Dr Chris Van Tulleken and Zoe founder Dr Tim Spector.
In its latest Food & Drink Report, 61% of Waitrose shoppers said concerns over ultra-processed food were leading them to scratch cook more. The supermarket is understood to have told attendees at the YF event that 70% of Waitrose shoppers are looking to reduce the amount of UPFs they consume.
“UPF has added fuel to an already heated debate about health, and shoppers are looking to retailers for guidance,” YF CEO Thea Alexander told The Grocer.
“Supermarkets, such as Waitrose, play a key role in this mind-shift, and it’s clear that they must unite the industry to encourage debate, and innovate,” Alexander said.
Challenger brands played a “vital role” in helping retailers deliver “meaningful progress” on health, she added.
The UPF push follows Waitrose’s unveiling of new long-term targets to increase the total amount of fruit, veg and protein it sells by 10%, and the total amount of fibre sold by 25% by 2030, as part of its Health Manifesto.
It saw the launch of a new “Plant Varieties” label and associated PoS in Waitrose stores from January, aimed at making it easier for customers to spot products containing “high” amounts of plants.
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