UPF vs HFSS: Making sense of the new health agenda

What does ‘healthy’ mean?

And what should the food industry do to support consumers in making healthier choices?

The answers to these questions are changing at lightning speed. It’s only two years ago that restrictions on products high in fat, salt and sugar (HFSS) came into force, sparking a wave of reformulation, new store layouts and an overhaul of merchandising and promotions plans.

Complying with the new HFSS rules required huge effort and investment from industry – and already much of it seems like old news. While the Labour government is still pushing ahead with further HFSS restrictions in 2025, the new health topic on everyone’s lips is ultra-processing.

Although many questions about ultra-processed foods (UPFs) remain unanswered (including, crucially, how to define them), new research shows 90% of consumers now say they are aware of UPFs, up from 80% in February 2024. Even more strikingly, 43% say they can explain what UPFs are, up from 30% earlier this year.

To further complicate matters, there’s a growing generational divide. While older consumers remain focused on reducing saturated fat, salt and sugar, millennials and Gen Z are increasingly looking to rid their diets of UPFs.

All this leaves grocery retailers and manufacturers in a tricky spot. With further HFSS restrictions looming, should they continue to cut fat, salt and sugar – even if this requires more processing? Or is now the time to switch tack and simplify ingredient decks instead?

And with many consumers saying they are confused about UPFs, how can the industry talk about its own practices, ingredients and the need for food processing with credibility and nuance?

Our latest Grocer Vision webinar brings together experts from the worlds of nutrition, grocery retail, manufacturing and consumer insights to discuss the fast-evolving health agenda and explore how HFSS and UPFs are shaping consumer choices.

Plus, you’ll get the chance to put your questions to our panel.

Meet the panel:

Leo Campbell, co-founder, Modern Baker

Leo Campbell is co-founder of Modern Baker, the brand behind Superloaf. The company recently signed a brand licence agreement with Hovis to bring their clean label, nutrient-dense Superloaf to major UK retailers. Dubbed by the media as ‘the world’s first healthy UPF’, Superloaf is the result of five years of lab research supported by six Innovate UK grants and produced on the same high-speed Chorleywood machinery as much of the world’s industrial bread. Often perceived as anti ‘big food’ Modern Baker’s mission is in fact to collaborate with leading food manufacturers and brands. Before Modern Baker, Leo had a successful career in the creative industries.

Sam Dickson, VP commercial strategy, own brand and operations, Asda

 

 

Ben Davies, founder, Vypr

Ben Davies is the founder of Vypr, a leading product intelligence platform that helps brands make smarter, faster product decisions using real-time, data-driven insights. Starting his career as a buyer for Sainsbury’s and Co-op, Ben developed a deep understanding of consumer behaviour in the food and drink industry, which sparked his passion for driving innovation through data. His entrepreneurial journey spans over two decades, during which he founded five successful businesses across the technology and fmcg sectors. With Vypr, Ben set out to transform the product development process by providing brands with fast, cost-effective insights that reduce risk and accelerate success. Vypr has rapidly grown into one of the UK’s fastest-growing tech companies and has expanded into international markets, including wider Europe, North America and Australia.

Julia Glotz, moderator

Julia is a writer, editor and consultant specialising in food and drink, with more than 15 years’ experience working in trade media. She was on staff at The Grocer for nine years, including five years as managing editor.

 

Register now to join the Grocer Vision webinar on 6th November at 11am