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

Sam joined Asda in 2021 as Vice President for Own Brand, responsible for resetting the Own Brand strategy and transforming the £8.bn offer.

During Sam’s 3 years with Asda, she has held roles as VP Own Brand and Customer Proposition, Acting Chief Customer Officer and is now the VP for Commercial Strategy, Operations and Own Brand. Prior to this Sam has led in Retail, Commercial, Customer, ESG and Own Brand, Change and Transformation, at Sainsbury’s, B&Q and Waitrose.

Sam is extremely passionate about driving change, meeting customer needs and optimising business return by putting product, brand and people at the heart. She is an authentic, driven and strategic leader, with a track record of developing high performing teams and successfully implementing significant business wide change. Her most recent project being; the transformation of ASDA’s own brand business which resulted in ASDA winning several industry awards for branding and product, and the launch of the Christmas marketing campaign ‘Elf’ at Asda, held by industry experts and media as one of the best Christmas campaigns of 2022.

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.

Holly Pink, product director, The Collective

With 15 years of experience in product development, Holly Pink has spent the past eight years at The Collective, a leading dairy brand, where she has played a pivotal role in creating innovative products that disrupt the dairy space for both adults and kids. A passionate foodie, Holly has a keen interest in evolving health and wellness trends, with a special focus on gut health.

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