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As the intersection between public health and food innovation grows more complex, Jim Taschetta, chief operations officer at MISTA, highlights the vital role of industry collaboration in addressing rising obesity rates, shifting consumer behaviours and the future of nutrition.

The food and beverage system is undergoing profound change. As obesity rates rise and the popularity of weight loss drugs like GLP-1 agonists grows, consumers are rethinking their eating habits. Meanwhile, an increasing demand for healthier, more sustainable products is prompting the industry to reassess its approach, from formulation to production.

How modern eating habits are changing the F&B landscape

According to the World Health Organization, more than 1 billion people are now living with obesity, equating to roughly one in eight people around the globe. Worldwide, adult obesity has more than doubled since 1990, and adolescent obesity has quadrupled.

In an attempt to curb this issue, more and more consumers are turning to GLP-1 medications like Ozempic and Wegovy. The shift is significant. Households with at least one GLP-1 user cut their grocery spending by about 6% within six months of medication adoption. Consumers are favouring protein-rich, fibre-filled and nutrient-dense foods, while traditional processed snacks and sugary drinks lose traction.

Additionally, muscle loss is a growing concern: nutrition solutions that support lean mass retention will be crucial for long-term health management. The role of food in supporting long-term health is becoming more central – and more complex.

At the same time, the term ultra processed foods (UPFs) continues to spark debate. The UPF definition is based on the NOVA classification and may be too limited to serve its intended purpose. Simply classifying foods or beverages based on how they are processed versus their nutritional content may be misleading to consumers.

Research from the International Agency for Research on Cancer and the University of Vienna found that certain UPFs – such as plant-based breads and cereals – may actually lower the risk of chronic disease by 3%, thanks to their fibre and micronutrient content. The key takeaway: it’s not the processing itself but the nutritional content of the final product that matters.

Consumers, too, are conflicted. According to EIT Food's survey of 10,000 consumers across 17 European countries, 65% of Europeans believe UPFs are unhealthy, yet more than half still buy them. This is partly driven by practical considerations – cost, convenience, shelf life and accessibility – especially in the face of global economic pressures. But confusion about how UPFs are defined and classified is also a contributing factor.

Classification systems such as NOVA are insufficient to help consumers make informed choices about the foods they eat. A robust classification system and new tools to better inform consumers and to help guide the food industry as they develop the next generation of food products are clearly needed.

So, how do we balance nutrition, sustainability and commercial viability in the food and beverage industry? One answer lies in collaboration.

Changing the mindset of food producers

Tackling F&B system transformation requires a new mindset. No single player – be it a start-up, ingredient supplier or food manufacturer – can drive this change alone. We need trust-based, non-competitive ecosystems that bring together diverse perspectives and expertise across the value chain.

Collaborative initiatives that bring together the expertise of ingredient producers, technology suppliers, large CPG companies and dynamic start-ups to co-create solutions can drive real industry progress.

Whether through the development of functional plant-based options, nutritious high protein snacks or reformulated classics with enhanced nutritional value, a collaborative, hands-on approach is vital for tackling the F&B industry’s health-related challenges and beyond.

Innovation ecosystems are not merely incubators – they are catalysts. By aligning commercial objectives with public health imperatives and sustainability goals, these initiatives enable companies to develop solutions that are both market-ready and future-focused.

Collaboration is the key

In response to the growing popularity of GLP-1 medications, for example, businesses are working together to investigate protein-rich, lower-calorie formats that support satiety and muscle retention.

Simultaneously, in light of widespread concerns about UPFs, we’re seeing collaborative efforts to reframe the conversation – emphasising the importance of nutritional content, food security and sustainability rather than focusing solely on processing methods.

The future of alternative proteins, and of the food system as a whole, will not be shaped by a single breakthrough. It will depend on the strength of teamwork across companies to develop products that nourish both people and the planet. Trust, transparency and collaboration are just as essential as technological advancement.

Now more than ever, the future lies in seeking new ways of working and embracing radical collaboration.