Andrew Lux Private-label ‘dupe’ products have long offered familiar flavours at lower prices, but recent legal action shows manufacturers are ready to challenge retailers when these closely mimic a brand. Andrew Lux, associate in Greenberg Glusker’s Litigation Group, explores how Smucker’s lawsuit against Trader Joe’s could reshape trademark and trade dress boundaries in the grocery sector. The latest in an on-going legal battle between food manufacturers and grocery chains presents a notable risk to a common practice for many retailers: offering private-label products that resemble popular brands to communicate 'same product, lower price' to consumers. In The J.M. Smucker Company vs Trader Joe’s Company (N.D. Ohio, Case No. 5:25-cv-02181), Smucker claims that Trader Joe’s new crustless peanut butter and jelly sandwich that “mimics” the distinctive appearance and packaging of its popular Uncrustables brand violates federal trademark and Ohio state law. Specifically, Smucker argues that by intentionally copying its “pictorial representations of a round crustless sandwich in whole and with a bite taken out of it showing filling on the inside,” Trader Joe’s infringed upon its protected trademarks and trade dress. Trademarks and trade dress both protect a company’s brand identity by preventing others from using confusingly similar marks or designs that are likely to cause consumers to mistakenly believe that a product comes from the owner of the trademark. But they do so in different ways. A trademark is a recognisable identifier, such as a word, design, logo or colour, that is associated with a business. Trade dress, on the other hand, refers to the overall visual appearance of a product or its packaging. Often times the 'look' or 'feel' of a product’s trade dress allows a customer to recognise a brand from the packaging or the appearance alone. Perhaps the most famous examples are Coca Cola’s distinctive contour bottle shape that distinguishes it from other sodas or Toblerone’s triangular chocolate bar. In its lawsuit against Trader Joe’s, Smucker claims that the retailer’s 'Crustless' sandwiches infringe both its trademarks (which protect its image of a “pie-like shape with distinct peripheral undulated crimping” and its blue, stylized font) and trade dress, ultimately misleading consumers into believing that Trader Joe’s sandwiches are affiliated with Smucker’s Uncrustables. Smucker even cites two social media posts that it claims are evidence that consumers “have already been deceived into believing that [Trader Joe’s] product is in some way sponsored by, originates from or is affiliated with Smucker.” One such post, which includes an image of Trader Joe’s 'Crustless' sandwiches, incorrectly states that “Trader Joe’s now has Uncrustables”. Smucker is not the only major manufacturer to recently accuse a grocery retailer of copying its product to make and market a private-label alternative. Just a few months earlier, Mondelēz International sued the popular supermarket chain Aldi (N.D. Ill., Case No. 1:25-cv-05905), claiming that Aldi “blatantly cop[ied]” its packaging for popular cookie and cracker brands, including Oreo, Wheat Thins, Ritz, Chips Ahoy!, Nilla Wafers and Nutter Butter, to mislead customers in violation of federal law. According to Mondelēz, Aldi’s packaging designs replicate “distinctive and iconic elements” of their protected trade dress, including their colour schemes, font styles, product imagery and layout, causing consumers to believe Aldi’s products are (incorrectly) associated with Mondelēz’s various brands. The similarities between the two cases are apparent. In each case, manufacturers (Smucker and Mondelēz) assert that retailers (Trader Joe’s and Aldi) improperly copied their products to confuse consumers and gain an unfair competitive advantage by leveraging the manufacturers’ investments in their respective brands. Product shape as intellectual property Smucker’s lawsuit, however, represents a slight departure from the typical infringement case. Like Mondelēz, Smucker accuses Trader Joe’s of mimicking its packaging, including using the “the same colour blue that Smucker uses and has trademark rights in”. But Smucker also takes issue with Trader Joe’s copying the shape of the product itself – ie, the round, crimped sandwich. Under US trademark law, a company can register the shape of a product so long as it’s unique and identifiable, which is exactly what Smucker did here. Smucker argues that by copying the “round, crustless sandwich with a crimped edge” and marketing it “with a bite taken out of it on the packaging,” Trader Joe’s dupe product crosses the legal boundary into infringement. If Smucker succeeds in enforcing its claimed rights in the shape of its product, it could open the door for other national brands to be more aggressive in challenging private-label brands that mimic the distinctive appearance of their goods. Whether Trader Joe’s product is infringing will not just turn on the law – trademark claims like Smucker’s are highly fact dependent. To prove its claims, Smucker will need to introduce evidence of consumer confusion. This is often done through consumer surveys designed to measure whether consumers (mistakenly) believe that the allegedly infringing product is associated with the plaintiff. The strength and recognition of Smucker’s Uncrustable brand is also critical to determine whether consumers may confuse it with Trader Joe’s 'Crustless' sandwiches. Trader Joe’s also has various legal defences it can make to push back on Smucker’s claims. Copycat product lawsuits, especially in the grocery space, are not unique. For example, in 2013, the Seventh Circuit upheld an injunction preventing Cracker Barrel from selling its packaged food products in certain supermarkets because Kraft Foods previously sold Cracker Barrel-branded cheese under its federally registered trademark. Aldi has also been found liable for similar conduct in the past, infringing on both Hampden Holdings’s Baby Bellies brand and Thatchers Cloudy Lemon Cider But Smucker’s lawsuit seeks to push the envelope even further. If Smucker prevails, this could impact Trader Joe’s (and other’s) ability to sell dupe products.

As the holiday season ushers in a wave of celebrations, parties and gatherings, Day-Guard has introduced a new solution aimed at mitigating the adverse effects of alcohol consumption. This vitamin jelly stick bar is designed to support liver and gut health, providing a proactive approach to managing hangovers and promoting hydration during festive festivities. Day-Guard is formulated with a blend of antioxidants, electrolytes and prebiotics, targeting the digestive system's stress during alcohol consumption. The product aims to alleviate bloating and enhance overall hydration, positioning itself as 'insurance when you drink'. Th products aims to addresses common challenges associated with holiday drinking, including inflammation and discomfort that can lead to reduced productivity and mood swings. The concept for Day-Guard originated from two 23-year-old Brown University students, who drew inspiration from their Korean heritage. The product has garnered backing from consumer packaged goods leaders, including Magic Spoon, Rip Van Wafels and Earth Brands, all of whom began their entrepreneurial journeys in college dorms. Elaine Azlin, a global public relations consultant for Day-Guard, commented: “With parties and gatherings on the rise, many consumers are seeking ways to enjoy themselves while minimising the negative effects of alcohol. Day-Guard offers a convenient and effective solution for those looking to protect their liver and gut health.” The launch of Day-Guard comes at a time when health-conscious consumers are increasingly aware of the impacts of alcohol on their bodies.

Tracktile, a Canadian AI software company, has successfully raised $1.25 million in seed funding to enhance its innovative 'AI Operating System' tailored for small and medium-sized F&B manufacturers. This investment aims to redefine operational efficiency by automating data collection and providing predictive, real-time insights that empower manufacturing teams to make informed decisions. The funding round was led by BDC Seed Venture Fund and Island Capital Partners, with participation from Graphite Ventures. The capital will enable Tracktile to expand its AI capabilities, grow its sales team and deepen its market presence across North America, while also exploring opportunities in other complex manufacturing sectors. Jordan Rose, CEO and co-founder of Tracktile, said: “Manufacturers need tools that don't just collect data but guarantee a return on investment. This funding allows us to embed deeper intelligence that converts real-time visibility into actionable cost savings.” Tracktile’s platform enables F&B manufacturers to digitise production runs, achieve real-time traceability of materials and streamline audits or recalls with a single click. Early adopters have reported significant operational improvements, including 98% inventory accuracy, traceability audits reduced from days to under one hour and onboarding for new staff accelerated by 80%. Additionally, manufacturers have seen waste reduction of up to 45% due to enhanced decision-making capabilities. Jarred Kenny, CTO and co-founder, added: “Our architecture learns from each production run, anticipates bottlenecks before they occur, and surfaces insights that would take hours of manual analysis”. The investment is part of a broader trend in the food and beverage sector, where the demand for operational intelligence and efficiency is rising. Daniel Nieto, principal at BDC Seed Venture Fund, commented: “Tracktile exemplifies the kind of AI solutions that deliver tangible value for Canadian SMEs and beyond, helping customers boost productivity and reduce costs.” Katie Arsenault, partner at Island Capital Partners, echoed this sentiment, praising the founders' understanding of customer pain points and their innovative approach to solving them. “Jordan and Jarred have experienced the realities of food manufacturing firsthand, and they are not just digitising workflows; they are redefining how SMB manufacturers access enterprise-level operational intelligence,” she said.

Swedish biotech start-up Melt&Marble has raised €7.3 million in Series A funding, to scale production of its precision-fermented ‘designer fat’ ingredients. The round was led by Swedish deep-tech investor Industrifonden, with participation from the European Commission’s European Innovation Council (EIC) Fund and strategic partners Beiersdorf and Valio. Further backing came from Chalmers Ventures and Catalyze Capital. The EIC Accelerator also supported with an additional €2.5 million grant in 2024, bringing funding to a total of €10 million over the past year. Melt&Marble, which is headquartered in Gothenburg, produces ingredients designed to provide sustainable and high-performance alternatives to conventional oils and fats. The market opportunity for oils, fats and lipids relevant to Melt&Marble’s platform is currently said to be worth more than $100 billion. The company is targeting both the food and personal care industries – in food, applications include meat and dairy alternatives, chocolate confectionery, bakery and specialised nutrition. Traditional fats such as palm and coconut oil, and animal-based sources, are often associated with challenges regarding performance, supply chain volatility and environmental impact. Melt&Marble’s precision fermentation platform aims to address this, offering tailored, animal-free fat structures designed to unlock ‘superior functionality,’ including enhanced texture and mouthfeel in food applications. With the new funding, the company will move from demo to market-ready, with its first ingredients set for commercial launch in personal care applications initially, from 2026. Production volumes will be delivered through an existing commercial manufacturing partner to ensure capex-light scalability. Alongside focusing on Europe, Melt&Marble is also preparing for food market entry in the US, where regulatory pathways currently allow for faster deployment. The start-up is also eyeing other regions for further expansion. Collaboration on co-development products with partners is currently underway as the company looks toward its next phase of growth, supported by this latest funding milestone. Thomas Cresswell, CBO of Melt&Marble, said: “We’re entering a new era where fats and lipids are no longer seen as commodities alone, but also as precision ingredients that can drive performance, improve health and support sustainability”. “With the support of our visionary partners, we are now in a position to bring this new generation of ingredients to market, designed with intention to meet the demands of modern food and personal care.” Susanna Kallio, vice president at Valio, said that food produced through cellular agriculture methods such as precision fermentation will be “a significant part of our future food system”. She added: “To advance cellular agriculture solutions, collaboration between established companies and start-ups is essential. Melt&Marble’s designer fats, produced via cellular agriculture, are full of potential for developing new, interesting products for the store shelf and injecting dynamic new concepts into our food system.”

Mrs Crimble’s, a gluten-free cake brand under Ecotone UK, has launched its new Lemon French Madeleines, further enhancing its successful line of French-inspired baked goods. This addition is poised to capitalise on the growing consumer trend towards zesty flavours, with lemon emerging as the third most popular choice in the cake category. The Lemon French Madeleines, available now at Tesco stores nationwide for an RRP of £2.75, come in convenient on-the-go packs containing six light and fluffy sponge cakes. This product extension reflects Mrs Crimble’s commitment to providing delicious gluten-free options without compromising on taste or texture. Caroline Mitchell, Innovation Controller at Ecotone UK, said: “Mrs Crimble’s is already a trusted and established player in the free-from aisle that has a loyal consumer base. We’re excited to introduce new shoppers to the brand with bold and on-trend flavours”. The Classic French Madeleines have seen exceptional sales growth this year, doubling their rate of sale year-on-year, according to Circana data from February 2025. The introduction of Lemon French Madeleines follows the brand's earlier success with Lemon Macaroons, which also joined the free-from range earlier this year. This move underscores Mrs Crimble’s focus on innovation and responsiveness to consumer preferences, particularly in the flourishing gluten-free market. Founded in 1979, Mrs Crimble’s has built a reputation for crafting gluten-free cakes, bakes and biscuits, ensuring that those with dietary restrictions can enjoy indulgent treats. The brand's distinctive identity, marked by its recognisable pink hearts, has solidified its presence in the competitive free-from sector.

Snax-Sational Brands has partnered with Chiquita, the world’s most recognisable banana brand, to debut Chiquita Plantain Chips, a new five-flavour lineup crafted to tap into the fast-growing demand for globally inspired, better-for-you snacks. Made in Ecuador and packed just 24 hours after harvesting, the new range promises exceptional freshness and crunch. Each batch begins with hand-selected plantains and is made with only three to four simple, recognisable ingredients. The chips will initially launch in five flavours designed to appeal to a broad range of snacking occasions: • Chile Limón • Garlic • Scoops with Sea Salt • Original • Sweet Naturally gluten-free and vegan-friendly, each 8oz bag (recommended price, $4.99) offers a clean-label snacking option that delivers both taste and simplicity. Maria Janis, licensing manager at Chiquita Brands, said: “Chiquita has always stood for quality and a premium food experience. This collaboration allows Snax-Sational Brands to present the Chiquita brand in a way that is fresh, fun, and true to our commitment to quality.” Mike Hagan, CEO of Snax-Sational Brands, added, “We’re thrilled to collaborate with an iconic brand like Chiquita to bring something truly fresh to snack lovers. Chiquita Plantain Chips perfectly capture our mission, bold flavour, simple ingredients and incredible freshness.” Plantain chips continue to be one of the most dynamic segments in snacking, offering global flavour appeal, better-for-you credentials, and versatile formats suited for sharing and dipping. James Slifer, managing director of the Joester Loria Group, Chiquita’s licensing agency, said the launch comes at a pivotal time: “As consumer interest rises in better-for-you snacks with global flavour appeal, Chiquita Plantain Chips arrive at a perfect moment. This launch speaks to the strength of the Chiquita brand and the opportunity to extend its trusted quality into new snacking occasions.” Chiquita Plantain Chips will begin rolling out nationwide in January 2026 across leading national and regional supermarket chains, as well as online.

Lee Li Holdings has announced plans for a substantial investment of over $533 million. This investment is expected to create 275 new jobs in Mississauga and enhance the province's agri-processing supply chain. The investment, facilitated through Lee Li's subsidiaries – First Choice Beverage, Global Beverage and Logistics Centre and Imperial Chilled Juice – aims to deliver comprehensive co-manufacturing and warehousing solutions for both multinational brands and local retailers. This expansion aligns with the rising consumer demand for healthy, non-carbonated beverages, positioning Ontario as a key player in the $200 billion global market for low-sugar drinks, including juices, iced teas and flavoured waters. As part of the expansion, Lee Li will enhance an existing facility and construct a new state-of-the-art manufacturing plant, totalling over 100,000 square feet. This facility will focus on producing plastic bottles for various beverages, including tea, coffee and sparkling water. Additionally, it will feature a white-label production line that caters to store-brand customers using locally sourced ingredients, further supporting Ontario's agricultural sector. John G. Spiteri, executive VP & CAO of First Choice Beverage, said: “Our advanced manufacturing facility will place Ontario at the forefront of the non-carbonated beverage market, ensuring faster delivery of locally produced products to consumers across North America”. The new facility will integrate cutting-edge technology, including AI-enabled production systems and automated warehousing, aimed at enhancing efficiency and sustainability. The implementation of environmentally sensitive manufacturing practices is expected to reduce energy consumption, wastewater, and plastic waste by over 30%. Premier Doug Ford highlighted the significance of this investment for job creation and economic resilience in Ontario. “By fostering a competitive environment with lower taxes and reduced regulatory barriers, we are not only protecting jobs but also enhancing our province's status as a leader in advanced manufacturing,” he remarked. The project is poised to reinforce domestic supply chains by sourcing raw materials, such as fresh-pressed apple and grape juice, from local farms. This not only supports Ontario's agricultural community but also generates downstream benefits for distributors and logistics providers within the province. Vic Fedeli, minister of economic development, job creation and trade, noted that this expansion reflects Ontario's commitment to building a self-reliant economy amid global uncertainties. “Lee Li’s investment will ensure that more Ontario-made products are bottled and packed right here at home, creating good-paying jobs for families,” he added. Lee Li, which began as a premium meat distributor in 1984, has evolved into a diversified enterprise with significant operations in food and beverage manufacturing, logistics and healthcare. Khawar Nasim, CEO of Invest Ontario, commented: “This investment marks a pivotal moment for Ontario, as it deepens Lee Li’s commitment to the province and drives manufacturing innovation”. Featured image: © Invest Ontario

As the UK intensifies its focus on reducing high-sugar beverages, Air Up is stepping into the spotlight with its new Shaky Shakes flavour range. The new product line offers a compelling solution for families seeking to keep their children hydrated without the added sugars found in traditional milkshakes. The Shaky Shakes Pods leverage Air Up's patented Scentaste technology, which enhances the taste of plain water using scent alone – eliminating the need for sugar, sweeteners or calories. This unique approach aligns perfectly with the current health landscape, where pre-packaged milkshakes are increasingly scrutinised under new soft drinks levies. With the growing movement towards healthier drinking options, especially during the festive season when sugary treats are more prevalent, Air Up aims to provide parents with a guilt-free alternative. The Shaky Shakes Variety Pack includes three nostalgic flavours: Banana Shake, Blueberry Shake and Strawberry Shake, designed to appeal to children while promoting increased water intake. Each Pod is capable of flavouring at least five litres of water, allowing a single pack to deliver up to 15 litres of enjoyable, flavoured hydration at a retail price of £6.99. User surveys reveal promising results regarding hydration habits among Air Up customers. Approximately 69% of users reported increased daily water consumption after six months, while 57% noted a decrease in sugary drink intake. This trend highlights Air Up's potential as a beneficial tool for parents, especially during the holiday season when children are often tempted by sugary beverages. The brand’s ethos – making water enjoyable – resonates with health-conscious families looking to instil better hydration habits in their children. In addition to the Shaky Shakes Pods, Air Up provides a variety of soft-drink-style alternatives aimed at those wishing to cut back on sugary fizzy drinks. Popular flavours include Kola, Strawberry Soda, Lemon Lime Soda and Ice Tea Peach, catering to diverse taste preferences. The company, founded in Munich, has quickly gained traction across Europe, particularly among younger consumers who appreciate its distinctive design and trending flavours.

Kroger has announced it will pay $350 million to Ocado Group following the closure of three automated warehouses that were part of their partnership aimed at enhancing grocery fulfilment capabilities across the US. This payout underscores a critical pivot from the companies' initial collaboration established in 2018, which aimed to capitalise on the burgeoning online grocery market by developing 20 state-of-the-art customer fulfillment centres (CFCs) using Ocado’s advanced automation technology. However, after successfully launching only eight facilities, Kroger has determined that the investment did not yield the expected results. The closures were attributed to several factors, including suboptimal locations, insufficient volume, and an inability to meet the speed and efficiency standards set by competitors like Amazon and Walmart. Kroger’s decision to shutter these facilities comes alongside a substantial $2.6 billion impairment charge, reflecting the challenges faced by the Ocado-automated sites. In light of these developments, Kroger has opted to pivot towards leveraging its existing store network to fulfil online orders, further expanding partnerships with delivery services such as Instacart, DoorDash and Uber Eats. Despite the setback, Ocado has indicated its commitment to continue collaborating with Kroger on the five remaining operational sites, with plans for a new CFC expected to open in Phoenix, Arizona, in 2026. However, the previously planned facility in Charlotte, North Carolina, has been cancelled. Following the announcement, shares of Ocado surged by as much as 10% on the London Stock Exchange, reflecting investor optimism regarding the compensation deal. Conversely, Kroger's stock opened slightly lower, continuing a trend of declines over the past few days.

Renee Leber With continuing supply chain issues and consumers increasingly looking for products offering reduced or zero sugar, manufacturers are searching for ways to keep the sweetness without sacrificing taste or mouthfeel. Renee Leber, manager for food science and technical services at the Institute for Food Technologies (IFT) explores innovative methods and ingredients to reduce sugar content in candy, chocolate and other confections. Consumer health concerns...sugar supply shortages...the popularity of low-carb diets like keto and paleo. There are many reasons manufacturers are looking to create sugar-free products – and a projected global market of $23 billion in 2028 only sweetens the deal. For those looking to enter this growing market, there are a variety of innovative sugar reduction methods ready to be explored. Artificial vs natural sugar While artificial sweeteners like aspartame, sucralose and saccharin are popular inclusions in sugar-free formulations, they each have sensory limitations. Aspartame has a longer peak sweetness than sugar, which some consumers may not enjoy. Similarly, sucralose’s peak sweetness diminishes more slowly than sucrose, which can leave an undesirable residual sweet taste. Saccharin is associated with a bitter taste in sensory testing. One relatively recent artificial sweetener that shows promise is neotame, considered by some to be the successor to aspartame. Approved by the United States Food and Drug Administration (FDA) in 2002, neotame performs well in sensory testing, with most citing no or little bitter off-tastes (though one study found a liquorice note at high concentrations). Neotame has been successfully substituted for 20% to 30% of sugar in soda with no taste difference. Advantame, which was approved by the FDA in 2014, is 37,000 times more potent than sucrose and can be used to enhance vanilla and fruit flavours at low concentrations. A sugar by any other name Recently, several naturally occurring sucrose alternatives have come to the forefront of the sugar replacement conversation. Rare sugars – sugars that occur in minimal quantities in nature – may be a desirable alternative to table sugar as they tend to be lower in calories than sucrose and limited in off-flavours. They also have similar browning, bulking and mouthfeel qualities as sucrose. These sugars can be found in a variety of foods, including raisins, figs and wheat. For example, allulose is 70% as sweet as table sugar but only contains 10% of the calories, while tagatose is 90% as sweet with 30% of the calories. While rare sugars offer numerous attractive qualities, the major challenge to including them in formulations is extracting them in bulk. As they are only present in specific foods in limited amounts, extracting enough to use in production is both economically difficult and environmentally unsustainable. Better methods of production must be identified before rare sugars can be considered for wide use as natural sugar alternatives. Two other natural sugar substitutes that have caught the eye of researchers are rebaudiosides M and D (Reb M and Reb D). Both are stevia glycosides (SvGls) derived from Stevia rebaudiana, which is used to make the popular nonnutritive natural sugar substitute stevia. Stevia is often sourced from the SvGls stevioside and rebaudioside A, which are abundant in stevia leaves. However, both produce a bitter taste. Reb M has been identified as a 'next generation' SvGl due to its lower level of bitter aftertaste in comparison with Reb A. Reb D, which has the highest potency of sweetness in comparison to other rebaudiosides, is also less bitter than Reb A. Similarly to rare sugars, production of Reb M and Reb D is cost prohibitive due to their low concentrations in stevia leaves, and more research is needed to improve efficiency (though there are alternative ways to produce and synthesise SyGls). Innovations in chocolate Beyond general research on artificial and natural sugar substitutes, researchers have also identified innovative strategies for reducing sugar in chocolate. Penn State researchers documented in IFT’s Journal of Food Science that replacing up to 25% of the sugar content in chocolate with oat or sweet rice flour yielded no significant difference from the control chocolate. While the rice flour did create an undesirable gritty texture, the chocolate made with oat flour had a smooth texture and was ranked above the rice flour version and the control for 'sweetness liking'. Conching, “a mechanical treatment of the chocolate mass in large containers fitted with rollers, paddles, or a variety of other devices,” can also alter the perception of chocolate sweetness. Researchers identified that raising the temperature in a 12-hour conching cycle by 10°C increased the perception of sweetness in milk chocolate; however, this also decreased the perception of other desirable attributes like milkiness. More research into conching is necessary to fully understand the potential benefits when it comes to sugar reduction. Sugar substitutes and reduction continues to be a big talking point, with the keynote at this year’s IFT First: Annual Event and Expo titled Reimagining Flavour: Reducing fat, salt and sugar for healthier foods, which explored the latest research, strategies and innovations in reducing sugar, salt and unhealthy fats while still maintaining taste and consumer satisfaction.

Johan Cerstiaens With continuing concerns about childhood obesity, consumers’ reliance on UPFs and a growing trend in health-conscious shoppers, nutrition has never been a hotter topic. Johan Cerstiaens, commercial director at SVZ, talks to FoodBev about how education on the importance of fruit and vegetables is vital in filling the nation’s nutrition gap. The recently published National Diet and Nutrition Survey (NDNS) 2019 to 2023 paints a concerning picture of what Britons are eating – and, more importantly, what they’re not. According to the findings, the vast majority of people in the UK are falling short on several key dietary recommendations: most aren’t getting their ‘five a day,’ fibre intake is well below recommended levels and free sugar consumption is far too high – especially among children and working-age adults. While there is no silver bullet solution to these complex, systemic issues, food and beverage manufacturers have a unique opportunity – and responsibility – to help improve the nation’s health. And fruit and vegetable ingredients may offer one of the simplest, most versatile ways to get started. From purées to juices and concentrates, natural fruit and vegetable ingredients can help bridge the nutritional gap without compromising on taste, texture or convenience. Let’s explore how: Filling up on fibre One of the most definitive findings of the NDNS was just how widespread fibre deficiency is across all age groups. The government recommends that adults consume at least 30g of fibre per day, yet the mean intake for adults aged 19 to 64 years stands at just 16.4g. Among children, the gap is even wider: those aged 4 to 10 years consume only 14.5g on average, falling short of their 20g daily target. The reasons behind Brits’ lack of fibre intake are multifaceted, but one contributing factor is clear: the underconsumption of fruits and vegetables. The natural fibre contained within edible plants plays a key role in digestive health, satiety, blood sugar regulation and even reducing the risk of chronic diseases, such as heart disease and certain cancers. With less than 20% of adults meeting the famous ‘5 A Day’ recommendation according to the NDNS, it’s not surprising that daily fibre intake is so below the government’s targets. For manufacturers, the inclusion of high-fibre fruit and vegetable ingredients can be a simple and effective solution. Sweet potato, red beet, kale, kiwi and guava are all rich in fibre and can be seamlessly integrated into a variety of applications – from smoothies and soups to baby food, dairy alternatives and even bakery items like wraps and tortillas. Better yet, these ingredients don’t just boost fibre content – they also add natural colour, flavour and functional texture, ticking the boxes for both health and indulgence. Still sweet, not so sugary While the UK government recommends that no more than 5% of daily energy should come from free sugars, the reality is that most people are doubling that limit. The NDNS reports that adults aged 19-64 consume 10.4% of their energy from free sugars, while children aged 4-10 are close behind at 10.2%. The vast majority of this sugar intake was attributed to cakes, confectionery and sugary drinks, though juices and smoothies also made a contribution. However, despite technically adding to free sugar intake levels, the fructose contained within 100% fruit juices cannot be put in the same box as the refined sugar found in sweets and soda. In most cases, fruit-based sugars come naturally packaged with vitamins, antioxidants and – in the case of some fruits and vegetables – fibre. That said, even this natural sweetness should be used with care. One innovative solution is to balance fruit inclusions with lower-sugar vegetable ingredients that enhance texture and volume without excessive sugar. Take white pumpkin, white carrot or white beans, for instance. These neutral-tasting, naturally low-sugar ingredients can be blended into juices, plant-based drinks or fruit preparations to reduce sugar content, enhance mouthfeel and let vibrant, nutrient-rich fruits like berries or tropicals take centre stage. It’s a win-win for health-conscious consumers and clean label-minded developers alike. Meeting (vita)minimums Beyond fibre and sugar, the NDNS also shines a spotlight on vitamin and mineral intakes – many of which are lacking. Particularly concerning is the prevalence of low folate levels in women of childbearing age, with 83% returning a blood concentration lower than the recommended threshold. Given that folate is crucial for healthy foetal development and general cell function, this is a critical nutritional gap to address for everyone, not just expectant mothers. In general, vitamins and minerals are best absorbed through a balanced, varied diet – especially one that includes a wide range of fruit and vegetables. This is where fruit and vegetable ingredients can once again play a key role. When used in meaningful quantities, fruits and vegetables like strawberries (rich in folate ), kiwi (high in vitamin C ) and red beet (rich in folate and nitrates ) can help food and beverage products meet specific nutritional goals while also delivering on taste and visual appeal. For brands, incorporating nutrient-dense fruit and vegetable ingredients can also provide a valuable ‘health halo’ effect. Today’s consumers are more attuned than ever to the functional benefits of what they eat and drink, with recent research from FMCG Gurus revealing that over 60% of global consumers are actively trying to improve their diet for better long-term health. Adding visible, recognisable ingredients – especially those backed by tangible sustainability credentials – can help products stand out in an increasingly competitive marketplace. From insight to action The findings of the National Diet and Nutrition Survey 2019 to 2023 are sobering – but they’re also a call to action. While education, policy and access all play vital roles in shaping the UK’s dietary future, the food and beverage industry must also do its part to drive positive change. Integrating more high-quality, natural and sustainable fruit and vegetable ingredients into mainstream products can be a powerful first step. Not only do these ingredients help tackle shortfalls in fibre, reduce reliance on refined sugars and contribute to essential micronutrient intake – they also allow brands to create delicious, colourful and health-forward options that consumers actually look forward to eating. In short, solving Britain’s nutritional puzzle won’t happen overnight, but it can begin with something as simple – and powerful – as a fruit or vegetable.

General Mills has launched a new Dark Chocolate variant of its Reese’s Puffs cereal, marking the first major flavour expansion since the brand’s 1994 debut. The new naturally-flavoured offering aims to cater to evolving consumer preferences and enhance the brand's presence in both breakfast and snack markets. Dark Chocolate Reese's Puffs combines the beloved peanut butter and chocolate profile with a richer, deeper taste, using Hershey’s cocoa and real Reese’s Peanut Butter. Megan Brooks, business unit director at General Mills, commented: “We’ve seen how much people enjoy Reese’s Puffs outside the morning routine, especially late night”. The introduction of this flavour not only aims to attract traditional cereal consumers but also positions Reese’s Puffs as a versatile snack option for a wider audience. To promote the new flavour, General Mills is leveraging a marketing strategy that includes a partnership with Vault49, which has designed a 'Reese’s After Dark; universe featured on the cereal box. This initiative transforms the packaging into an interactive experience, inviting consumers to explore a neon city filled with hidden surprises, enhancing brand engagement and consumer interaction. Despite the introduction of the Dark Chocolate variant, General Mills says the classic milk chocolate flavour will remain available, ensuring that loyal customers still have access to the original product. The launch of Reese’s Puffs Dark Chocolate comes at a time when the cereal market is witnessing a shift towards premium and indulgent flavours. The expansion into dark chocolate not only broadens the brand's appeal but also aligns with the growing consumer interest in richer, more sophisticated flavour profiles.