The Make America Healthy Again (MAHA) Commission has this week unveiled the new Make Our Children Healthy Again Strategy – a plan aiming to tackle chronic disease in American children. The MAHA Commission, chaired by US Health and Human Services secretary Robert F. Kennedy Jr, was established with ambitions to address the root causes of the escalating health crisis in the US. The Commission is focusing heavily on dietary reform and the implementation of numerous major initiatives intended to improve public health, with secretary Kennedy having already been pushing for a number of changes – such as the removal of artificial dyes from food and beverage products – during his term. Its latest strategy report, published on 9 September 2025, outlines more than 120 actions aiming to ‘advance science, realign incentives, increase public awareness and strengthen cross-sector collaboration’. With several of the key initiatives focusing on dietary health, the food and beverage industry is set to be significantly impacted by these proposals, which Kennedy said will “realign” the food system.   Key focus points for the food industry   GRAS reform The Commission has proposed a significant overhaul of the current Generally Recognized as Safe (GRAS) approval process for food and beverage ingredients. The GRAS system was first introduced by the Food and Drug Administration (FDA) in 1958 and was made voluntary in 1997. Manufacturers are encouraged to submit a GRAS notice to the FDA, providing an analysis of the substance, its properties and the necessary supporting information to determine its safety in food applications. The FDA will then review this and issue a ‘no questions letter’ to the company if it has no concerns. However, manufacturers can currently self-affirm their ingredient as GRAS without notifying the Food and Drug Administration. Kennedy has referred to this as a “loophole,” and is now planning to implement a mandatory GRAS notification programme with the FDA. The report states that this move will increase consumer transparency with respect to substances found in the nation’s food supply. While Kennedy first called on the FDA to review the rules back in March , the proposed changes have now been added to the FDA’s spring 2026 Unified Agenda for planning and consultation. The change will not impact ingredients that are already determined as GRAS. But for food-tech companies bringing novel ingredients to market that have not yet been affirmed, such as ingredients made using advanced fermentation methods, the reform would lengthen the regulatory approval process and result in significant delays for companies working toward launching their products/ingredients to market.   Defining UPFs The report touches on plans to develop a US government-wide definition for ‘ultra-processed foods’ (UPFs), aiming to improve clarity and support future research and policy activity. It highlights research suggesting that over 60% of children’s calories now come from highly processed foods in the US, which have been associated with a range of chronic health conditions including diabetes and obesity. While discussion around UPFs has been ramping up in recent years, there is currently no universally accepted definition of what this means and which foods fall into this category – though they are commonly defined by the Nova system, a framework developed by researchers in Brazil. Generally, UPFs are recognised to be pre-packaged foods that have undergone various industrial processing methods and often contain synthetic additives, as well as high levels of salt, sugar and saturated fat.   Food dyes The Commission said the FDA will work to continuously advance policies that limit or prohibit the use of petroleum-based food dues (FD&C certified colours) across all US food products. Kennedy has been increasingly calling on companies to eliminate artificial colours from their products, with several food giants including Hershey , Nestlé and JM Smucker having already announced commitments to phase out the dyes. Last month, Kellogg’s became the first food company to sign a legally binding agreement regarding the removal of all synthetic dyes from its cereals by the end of 2027 . This followed an investigation launched by Texas attorney general Ken Paxton earlier in the year after Kellogg’s claimed it would remove petroleum-based colourings in the US, but did not do so. More food and beverage manufacturers are likely to make similar commitments as situation continues to unfold, with regulatory pressures mounting and consumers becoming increasingly concerned about health effects linked to certain artificial colourants, including behavioural issues in children and even potential carcinogenic effects. The MAHA strategy noted that the US Department of Agriculture (USDA) and the Department of Health and Human Services will work to develop research and policies that support domestic agriculture production of plants used as natural colour sources.   Nutrition labelling The FDA will consider revisions to its proposed front-of-pack nutrition information labelling rule changes based on input received during the comment period, and is working toward development of a final rule. Proposed in January 2025 , the changes would require front-of-pack nutrition labels on packaged foods sold in the US, prominently displaying the product’s saturated fat, sodium and added sugar levels. Named the Nutrition Info Box, the initiative aims to give consumers readily visible information about a food’s nutritional profile in order to encourage healthier food choices. Food manufacturers would be required to add a ‘Nutrition Info’ box to the front of most packaged food products, three years after the final rule’s effective date for businesses with $10 million or more in annual food sales, and four years after the rule’s effective date for businesses with less than $10 million in annual food sales.   Infant formula The strategy has pledged to modernise nutrient requirements for infant formula and increasing testing for heavy metals and other contaminants, aiming to ensure access to high-quality formula products in the US. The FDA is encouraging companies to develop new infant formula products while working on opportunities to help inform consumers about formula ingredients. Kennedy said that the agency will “use all resources and authorities at its disposal to make sure infant formula products are safe and wholesome for the families and children who rely on them,” aiming to bolster the resilience of the domestic formula supply while ensuring safety and nutritional adequacy.   Dairy and agriculture deregulation The Commission plans to undertake several actions that aim to ‘eliminate outdated or unnecessary regulations’ and ‘cut red tape’. Among these is a plan to remove restrictions on whole milk sales in schools, enabling districts to offer full-fat dairy options alongside reduced fat alternatives. Whole and 2% milk has been banned in US schools for more than a decade, an initiative implemented by the Obama administration amid efforts to reduce childhood obesity by providing low-fat alternatives. The Whole Milk for Healthy Kids Act would eliminate these restrictions and could increase dairy uptake in schools if signed into law. The Commission also pledges to ‘remove barriers’ preventing small dairy operations from processing and selling their own products locally, though it does not expand on specific actions to be taken. Kennedy has previously been vocal about his advocacy of raw milk, believing it to offer health benefits despite safety risks posed by potential contamination with bacteria that would otherwise be killed during pasteurisation. The MAHA strategy also mentions plans to streamline organic certification processes and reduce costs for small farms transitioning to organic practices. Precision agriculture, pesticides and soil health The report affirms the government's current pesticide review procedures through the Environmental Protection Agency (EPA), which it describes as 'robust'. However, it promises continued investment through a partnership between USDA, EPA and private sector businesses to allow more targeted and precise pesticide applications to support increased crop productivity and reduce the total amount of pesticides needed. These will focus on precision application methods including targeted drone applications, computer-assisted targeted spray technology, robotic monitoring and related innovations. The strategy also pledges to incentivise farming solutions in partnership with the private sector that focus on soil health and stewardship of the land. This includes providing growers with new tools to better enable soil health practices and prioritising the 'acres of shovel-ready conservation projects already planned by farmers'. Industry reaction The report has drawn mixed reactions from industry and in the media, with some criticising its vague nature and calling for expansion on the action points outlined in the strategy. Marion Nestle, Paulette Goddard professor of nutrition, food studies, and public health emerita at New York University, commented on the strategy: "The report has a lot of ideas for actions that really could improve health, but is short on specifics and weak on regulatory action". " It dropped any mention of reducing sugar and salt in processed foods... What’s still missing is regulation. So much of this is voluntary, work with, promote, partner." Sarah Starman, senior food and agriculture campaigner at Friends of the Earth, described it as a "slap in the face to millions of Americans," criticising its lack of focus on organic farming initiatives and reduction of pesticide use. She commented: "Laughably, the report calls the EPA’s lax, flawed and notoriously industry-friendly pesticide regulation process ‘robust.’ This, in spite of the fact that EPA currently allows more than 1 billion pounds of pesticide use on US crops each year, including the use of 85 pesticides that are banned in other countries because of the serious risks they pose to human health and the environment." "The American public deserves better than hollow assurances. We deserve a plan that would actually fix the EPA’s broken processes, curb the influence of the chemical industry over the agency, and decrease our exposure to toxic pesticides." Kenneth Hartman Jr, president of the National Corn Growers Association, said the strategy offers "a reasonable and science-based approach for achieving its objectives". "We are encouraged that when the commission engaged with agricultural stakeholders and followed the science, it reaffirmed what we already know: EPA is the appropriate agency for regulating crop inputs," Hartman said. "We are also delighted to see precision agriculture, soil health and land stewardship prioritised, as these are areas in which corn farmers have led the way for many years. We look forward to working with the administration and Congress as they turn to the implementation of the report."

Incredibles, a brand under cannabis company Rythm, has unveiled its latest product launch: Strawberry Supernova Comets. This new offering, which features bite-sized gummies coated in colourful candy, has launched on the company's direct-to-consumer platform, with availability in Rise Dispensaries across Illinois beginning September 15. As the cannabis edibles market continues to surge, projected to exceed $48 billion by 2030, Incredibles aims to capitalise on consumer preferences for innovative and flavourful products. “With edibles among the fastest-growing ways people enjoy cannabis, Comets joins the scene at an exciting time, offering a product that’s both craveable and unique,” said Dominic O’Brien, head of revenue and commercial services for Incredibles. Comets are designed to provide a multi-sensory experience, combining a crunchy outer layer with a chewy gummy center. Each piece contains 10mg of THC, with every package totaling 100mg. The launch of Strawberry Supernova is positioned to attract consumers looking for sweet, confectionery options in the cannabis space, which has seen increasing demand for such products. The introduction of Comets is timely, as the market for cannabis edibles, particularly gummies, remains one of the most dynamic and rapidly growing segments. According to GMI Insights, this category is expected to reach a global valuation of over $27 billion by 2032. As consumer tastes evolve, products like Comets are likely to resonate with those seeking novel and enjoyable ways to consume cannabis. Incredibles has served the cannabis confections space since 2010. The launch of Comets marks a significant milestone for the brand as it celebrates its 15th anniversary.

Better-for-you snack company Tandem Foods has officially launched its first manufacturing line at a new facility in Cypress, California, marking a significant milestone in the company’s 40-year history. This investment, touted as the largest in the company's timeline, positions Tandem Foods as the largest wafer bar manufacturer in the US. The new facility is designed to enhance production capabilities and support the growth of Tandem's strategic partners. According to CEO Michael Buick, this expansion is a direct response to the increasing demand from existing customers and a robust pipeline of new business opportunities. “Bringing this facility online enhances our ability to serve existing customers and provides the flexibility to scale with new opportunities,” Buick said. The inaugural manufacturing line is dedicated to producing high-quality wafer bars, boosting Tandem Foods’ capacity in this critical segment by over 150%. This expansion not only reinforces Tandem's status as a trusted partner in the snack industry but also underscores its commitment to operational excellence and innovation. In line with contemporary sustainability practices, the new line incorporates eco-efficient baking technology that significantly reduces gas consumption and emissions. By optimizing heat capture during the baking process, Tandem Foods sets a new standard for responsible manufacturing in the snack category, aligning with growing consumer and regulatory demands for sustainable practices. The Cypress facility is designed with future growth in mind, providing ample space for additional manufacturing lines to accommodate anticipated demand. Featured image: © Tandem Foods.

Sprinkles Chocolate, the consumer packaged goods extension of the renowned Sprinkles bakery, is set to debut its latest innovation, Cupcake Bites, this September. This new product line aims to capture the indulgent flavours of traditional cupcakes in a convenient, snackable format, catering to the growing demand for portable treats in the F&B sector. The Cupcake Bites feature a soft, cupcake-like center enveloped in a rich, frosting-flavoured shell, allowing consumers to enjoy the nostalgic taste of Sprinkles’ iconic cupcakes on the go. The initial flavour offerings include: Birthday Cake: A vanilla cupcake center with birthday cake frosting and rainbow sprinkles. Cookie Dough: Classic cookie dough flavour with a sweet frosting shell and cookie crumbles. Red Velvet: A rich red velvet center with a cream cheese-flavoured coating. Cookies & Cream: Chocolate cake blended with cookies & cream frosting and crunchy cookie bits. These products will be available on Amazon and at Sprouts locations starting this month. Ashley Rogers, CEO of Sprinkles CPG, highlighted the strategic importance of this launch: “Cupcake Bites represent a meaningful step into a new snacking category, seamlessly fitting into today’s consumer routines”. The introduction of these bite-sized treats aligns with broader trends in the food industry, where convenience and on-the-go options are increasingly favoured by consumers. In addition to Cupcake Bites, Sprinkles is expanding its Cupcake Cups line with limited-edition seasonal flavours. Since its launch last year, the Cupcake Cups have successfully brought the flavors of Sprinkles’ classic cupcakes into a portable format. The upcoming seasonal offerings, available exclusively at Whole Foods and later on Amazon, include: Pumpkin Spice: A white chocolate treat filled with pumpkin frosting, topped with graham cookie crumbles. Apple Pie: A white chocolate cup filled with apple pie frosting, topped with graham crumbles. Hot Cocoa: A milk chocolate cup filled with marshmallow frosting, topped with marshmallow crumbles. Christmas Cookie: A festive treat of white chocolate filled with sugar cookie frosting and topped with festive sprinkles. The seasonal flavours are expected to resonate with consumers looking for festive indulgences as the holiday season approaches.

Perfat Technologies, a Finnish deep-tech startup, has secured €2.5 million in Series A financing to advance its innovative fat alternatives, addressing critical health and sustainability issues related to saturated and tropical fats. The funding round was co-led by Newtree Impact and Beyond Impact, with support from Nordic Science Investments, the University of Helsinki and Big Idea Ventures. Perfat’s proprietary technology transforms liquid vegetable oils into solid, functional fats, offering food manufacturers a healthier replacement for traditional fats like butter, palm oil and coconut oil. This breakthrough product has 80% less fat, up to 30% fewer calories and added fibre, making it an appealing option for companies seeking clean label formulations without sacrificing taste or texture. CEO Jyrki Lee-Korhonen highlighted the importance of this innovation: “Substituting traditional solid fats is not just about innovation; it’s about caring for people’s health and helping manufacturers adopt sustainable solutions”. With fats comprising 20-35% of the average diet, the demand for healthier alternatives is rising. Perfat’s fiber-reinforced gelled vegetable oil represents a significant advancement in the food industry, enabling manufacturers to create healthier products while maintaining functionality. Investors are optimistic about Perfat's potential. Benoît de Bruyn of Newtree Impact noted: “Palm oil remains one of the most pressing challenges for both human health and sustainability. Perfat stands out with a functional fat that is healthier and adaptable to customer needs.” As the market for sustainable food ingredients is projected to reach $129 billion by 2025, Perfat is well-positioned to help redefine the role of fats in our diets, aligning consumer health with environmental sustainability.

Sogyel Lhungay As tariffs, inflation aftershocks and volatile trade policies reshape the food and beverage industry, protecting consumer trust has never been more critical. In this piece, Sogyel Lhungay, vice president of insights at Yogi, unpacks how real-time feedback and smarter pricing strategies can help brands stay resilient in an unpredictable marketplace. As of mid-2025, persistent trade and pricing volatility are creating new complexities for food and beverage brands already navigating a highly sensitive consumer market. Tariffs on a wide range of imported goods and ingredients have left manufacturers facing a difficult choice: absorb rising costs or pass them along to consumers. Neither option is without risk. Increasing prices directly threaten consumers’ perceptions of value, while reducing product size or quality – commonly known as shrinkflation – can erode brand trust and loyalty. At the same time, consumers remain price-conscious in the wake of the 2022 inflationary peak, with purchasing power still recovering. In this environment, tracking topline sales and market share is no longer sufficient. The brands that will outperform in today’s volatile market are those that continuously monitor, analyse and act on real-time shifts in consumer price-to-value perception, treating these insights not as a retrospective measure but as a tool to guide pricing, product and messaging decisions before consumer sentiment deteriorates. F&B’s distinct vulnerability to tariff shocks While every consumer goods category feels the ripple effects of trade volatility, F&B brands are in a distinctly tough spot. It comes down to one unavoidable fact: the global nature of ingredient sourcing. From cocoa and coffee to palm oil, spices and speciality produce, a large percentage of everyday food products depend on internationally sourced inputs. Even brands manufacturing in the US aren’t exempt, as most still rely on imported commodities vulnerable to price spikes and supply disruptions. This structural reliance leaves food products especially sensitive to shifts in how consumers perceive value. And we are already seeing those effects take shape. According to our internal analysis of over 263,000 consumer feedback records across 1,300 food snacking products – think chips, candy, pretzels and chocolate – mentions of price and value concerns jumped 11.3% in April 2025 compared to April 2024. That is the highest year-over-year increase among all the categories we track, outpacing sectors like personal care and household electronics. But you don’t need to comb through data to spot the trend. Just look at how shoppers are behaving. Consumers are increasingly trading down to private label and budget-friendly brands. They are shopping around more aggressively, toggling between discount retailers, online deals and in-store promotions to stretch their grocery dollars. The inflationary shock of 2022 also didn’t fade quietly – it reshaped spending habits in lasting ways. Tariffs and pricing volatility are now piling onto those hard-earned behaviours, slowing discretionary purchases and forcing shoppers to scrutinise even the essentials. For food and beverage brands, this isn’t a temporary inconvenience. It is the new baseline. Detecting earlier signs of price-to-value strain The encouraging news for brands is that consumers rarely stay silent about pricing frustrations – the warning signs often surface well before those frustrations show up in sales reports. The challenge is knowing where to look and how to separate meaningful signals from everyday noise. In customer feedback, early indicators of price-to-value strain tend to follow consistent patterns. Rising mentions of terms like 'not worth it,' 'too expensive' or 'used to be better' are reliable markers. These comments often precede measurable declines in purchase frequency or brand loyalty, giving brands a valuable window to course-correct before consumer dissatisfaction sets in. Another key signal is language suggesting purchase hesitancy or brand-switching intent. Phrases such as 'might look for something cheaper,' 'waiting for a sale' or 'thinking about switching' indicate that consumers are actively reconsidering their loyalty, especially in categories where comparable alternatives exist. It is also important to monitor sentiment volatility – the shift in tone or polarity of feedback following a price increase, package adjustment or product reformulation. Even if overall star ratings remain stable, increased polarisation in comments can signal growing tension around perceived value. The critical mistake many brands make is treating these signals as isolated grievances rather than early indicators of a broader shift in consumer sentiment. A single comment about a price hike may be anecdotal, but a sustained increase in price-related feedback within a product category or portfolio points to mounting consumer pressure. The most effective brands deploy real-time feedback analytics to identify these trends early, quantify their scale and isolate them by product line, region or retailer. With that visibility, determining the appropriate pricing, packaging or communication response becomes a far more manageable decision. How to respond: Data-driven pricing and messaging adjustments Once early signals of price-to-value strain are identified, the next step is translating those insights into practical strategies. The strongest brands don’t rely on instinct or blanket tactics. They use data to inform precisely where and how to adjust pricing, product and messaging decisions to preserve consumer trust while protecting margins. For pricing decisions, real-time consumer feedback can help pinpoint which products or segments are most vulnerable to pushback and which have enough brand equity or category insulation to tolerate modest increases. Not every product requires the same approach. For example, essential items or highly commoditised categories tend to have lower tolerance thresholds, while specialty or indulgent products may offer more pricing flexibility if positioned correctly. Feedback data also informs the messaging strategy. If consumers express frustration about pricing, clear, well-timed messaging can help ease consumer frustration. Highlighting domestic sourcing, product quality or functional benefits – especially in categories where supply chain costs are unavoidable – helps reinforce perceived value. Brands emphasising 'Made in the US' or spotlighting sustainable sourcing practices have seen this tactic pay dividends during past pricing cycles. In some cases, data may reveal that a price increase isn’t worth the risk in certain regions, channels or consumer segments. Here, alternative tactics like limited-time promotions, multipack pricing or value bundling can ease perception without resorting to discounting that could erode long-term brand value. The goal isn’t to avoid price changes – it’s to make smarter, more informed decisions about when and where to take them. By understanding where the real pressure points are and how consumers are reacting in the moment, brands can adjust with precision. Those that move decisively on these insights will be better positioned to protect both their pricing power and their relationships with consumers in a volatile market. To stay ahead, commercial and insights teams should build tighter feedback loops between consumer sentiment tracking, pricing strategy and retail execution. This means moving beyond quarterly reviews to real-time dashboards and rapid-response protocols when value perception risks emerge. The pricing environment for food and beverage brands remains anything but stable. With trade volatility, inflation aftershocks and increasingly value-conscious consumers, market conditions will stay unpredictable. In this landscape, waiting for sales declines to act is a losing strategy. The brands that lead will be those using real-time consumer feedback as an essential, forward-looking tool – spotting emerging pressure points early, adjusting pricing and messaging decisively and protecting trust in a market where consumer loyalty is harder than ever to secure.

The Kraft Heinz Company has announced a significant enhancement to its European tomato supply chain with the launch of a new processing facility in Portugal. This state-of-the-art plant, developed in collaboration with The Conesa Group, marks a pivotal step in the company’s ongoing efforts to optimise tomato production and sustainability across its operations. Located in Mora, Évora, the €15 million facility will process its first tomato harvest this summer, underscoring a 20-year partnership between Kraft Heinz and Conesa, Europe’s largest tomato processing company. The facility is equipped with advanced energy-efficient evaporators that are projected to reduce CO2 emissions by 20%, aligning with Kraft Heinz’s commitment to sustainability. The new plant is designed to process up to 4,200 tonnes of tomatoes daily, significantly bolstering Kraft Heinz’s capacity to meet the growing demand for its iconic products, including Tomato Ketchup and Heinz Beanz. The integration of on-site farming facilities allows tomatoes to be harvested and processed within six hours, ensuring peak freshness and quality. Kraft Heinz is also implementing innovative water-recycling technology at the Mora facility, which will enable the recycling of 80% of the water used in production. This initiative is expected to save approximately 1 billion litres of water annually, further enhancing the environmental sustainability of its operations. Monica Souza, vice president of procurement and sustainability for Kraft Heinz’s European and Pacific developed markets, said: “Our collaboration with Conesa has positioned us as leaders in tomato innovation. Expanding our operations in Portugal reaffirms our commitment to the Iberian region and strengthens our supply chain for our most prized commodity – Heinz tomatoes.” Manuel Vázquez Calleja, CEO of The Conesa Group, commented: “This new tomato hub increases our yield and processing capabilities by 30%, ensuring a robust supply of Heinz tomatoes across Europe. Our long-standing partnership with Kraft Heinz is a testament to our shared dedication to superior tomato quality.” The facility will process around 100,000 tonnes of tomatoes harvested between August and September, utilising unique Heinz tomato seeds known for their disease resistance and high yields. These seeds contribute to the production of tomatoes that require less water and land while maximising the use of pesticides and fertilisers.

Toast Brewing has partnered with Jason's Sourdough to launch a limited-edition hazy IPA that incorporates over half a tonne of surplus sourdough. This innovative collaboration not only highlights the growing trend of sustainability in brewing but also reflects a commitment to social responsibility within the industry. The 5.5% hazy IPA, available in more than 200 Waitrose stores across the UK, is crafted with a unique blend of ingredients, replacing a portion of malted barley with surplus loaves from Jason's Sourdough. The result is a beer characterised by vibrant citrus and peach aromas, balanced bitterness and a smooth finish – aptly described as reminiscent of 'great marmalade on toast'. This partnership is a strategic response to the pressing issue of food waste, a challenge that has garnered increased attention in the food and beverage industry. By uses surplus bread that would otherwise be discarded, Toast Brewing and Jason's Sourdough are not only creating a distinctive product but also significantly lowering the environmental impact of their operations. This approach reduces the demand for land- and resource-intensive crops, thereby cutting carbon emissions associated with traditional brewing processes. Jason Geary, Master Baker at Jason's Sourdough, expressed enthusiasm about the collaboration: “We’re delighted to partner with Toast Brewing on this limited edition beer. This collaboration allows us to give any surplus sourdough a new lease of life, turning it into something delicious." he continued: "By combining our expertise in traditional sourdough with Toast’s innovative brewing, we’ve created a beer that celebrates craftsmanship while tackling food waste”. Founded just five years ago, Jason's Sourdough has quickly ascended to become the UK's leading sourdough brand, known for its commitment to quality and sustainability. Baked using traditional methods and high-quality ingredients, their bread is free from added yeast, preservatives and unnecessary additives. The company also prioritises renewable energy in its bakeries, further enhancing its sustainability credentials. Louisa Ziane, co-founder of Toast Brewing, emphasised the importance of purposeful collaboration in their mission: “We’re incredibly proud to team up with Jason’s Sourdough for this beer, to put their delicious surplus to good use and tackle food waste in a creative way together”. The launch of the Toast Brewing x Jason’s Sourdough IPA has been met with enthusiasm from retailers and consumers alike. Jourdan Gabbini, Beer Buyer at Waitrose, added: “This clever collaboration is one we're truly excited about. Jason's Sourdough is a brand that is already loved by so many Waitrose customers, and with such a strong purpose behind the product, we're confident this beer is going to prove very popular.”

Flavour manufacturer Natara Global has reached an agreement to acquire Treatt, a provider of natural extracts and ingredients, in an all-cash deal. The transaction will bring together two manufacturers and their ‘highly complementary’ businesses, creating a new global ingredients platform in the flavour and fragrances sector. This new partnership will leverage Natara’s expertise in speciality base aromas and Treatt’s capabilities in high-value natural ingredients. Together, the two companies aim to accelerate innovative solutions and provide customers with a broader product portfolio across key markets. Significant strategic and operational benefits are expected to be realised through the deal, including a global salesforce and modern facilities to capitalise on opportunities not readily available to either company on a stand-alone basis. Natara was acquired by UK and European private equity firm Exponent in 2023. Since then, Exponent has supported the company’s growth through investment in strengthening customer partnerships, its manufacturing and service capabilities, and its leadership team. Yoram Knoop, CEO of Natara Global, said: “By combining with Treatt, we will be strongly positioned to continue our growth journey… Together, we can unlock the long-term growth within Treatt’s business by providing the required investment, additional operational expertise, and flexibility that comes with private ownership.”

The dairy industry is on the brink of transformative changes, according to Rabobank's latest Global Dairy Top 20 report. With anticipated mergers and acquisitions (M&A) set to reshape the competitive landscape, dairy manufacturers are urged to prepare for a new era of market dynamics. The report indicates a modest growth trajectory, with combined turnover among the top companies increasing by 0.6% in 2024 and projected to rise by 0.5% in 2025. However, the report also highlights that significant shifts are expected in 2026 due to impending mergers and acquisitions (M&A) that could reshape the rankings and competitive dynamics. Key findings from the report The report serves as a vital resource for understanding the financial performance of the world's leading dairy companies. This year, eight companies have swapped positions within the rankings, illustrating the intense competition and strategic repositioning that characterise the industry. Such movements reflect not only changes in market share but also shifts in consumer preferences and operational efficiencies. Despite the overall growth, the report underscores the challenges faced by dairy manufacturers. The projected 0.5% growth in 2025 is relatively modest, suggesting that while the market remains stable, manufacturers must innovate and adapt to maintain profitability. Factors influencing this growth include: Consumer demand: A growing consumer preference for health-conscious and premium dairy products is reshaping purchasing patterns. Manufacturers are urged to respond by diversifying their product offerings to include functional dairy items, organic options and plant-based alternatives. Economic pressures: Fluctuations in global economic conditions, including inflation and supply chain disruptions, continue to impact production costs and pricing strategies for dairy manufacturers. Top 10 dairy companies in 2025 Lactalis (France) – $31.9 billion Lactalis continues to solidify its position as the largest global dairy company, expanding its operations through strategic acquisitions. Noteworthy acquisitions include Nestlé’s coffee creamer brand Cremora in South Africa and General Mills’ US yogurt business , which is expected to add $1.5 billion to net sales. This also includes the recent purchase of Fonterra’s consumer and associated businesses for $2.3 billion . Nestlé (Switzerland) – $23.9 billion Nestlé faces challenges in its dairy segment, particularly after spinning off Froneri, which now operates independently. The company's dairy sales have plateaued around €22 billion for three consecutive years, with declines in turnover across multiple regions, except for slight growth in China and Taiwan. Dairy Farmers of America (DFA) (United States) – $23.0 billion DFA retains its third-place position, with revenues slightly lower than its record high in 2022. The cooperative's performance is heavily influenced by US milk prices, which averaged $22.55 per hundredweight in 2024. Despite fluctuations, DFA's strong market presence ensures its continued ranking among the top dairy companies. Danone (France) – $20.7 billion Danone has made divestments to streamline its operations, including exiting the Russian market and selling its majority stake in Horizon Organic . However, its dairy segment performed well on a like-for-like basis, achieving 1.1% price growth and 2.9% volume growth, resulting in a 4.0% increase in turnover. Danone's focus on health-oriented products is expected to bolster its market position moving forward. Yili (China) – $15.8 billion Yili remains a key player despite facing challenges in the Chinese market, including weakened consumer demand and oversupply issues. The company has reported a 12% drop in revenue from its liquid milk division, although its powder and dairy products segment saw an 8% increase, driven by strong performances in adult milk powder and cheese. Arla Foods (Denmark) – $15.0 billion Arla experienced a modest revenue increase of 0.8% in 2024, primarily due to its acquisition of Volac’s whey nutrition division . The cooperative's stable growth reflects its effective management strategies, although it faces competition from other European dairy cooperatives. This year, Arla announced that it would merge with DMK Group , creating Europe’s largest dairy cooperative with a combined pro forma revenue of €19 billion. We can expect to see the new formed group rising up the ranks. Fonterra (New Zealand) – $14.7 billion Fonterra's drop in ranking reflects its decision to divest consumer and associated businesses to focus on core foodservice and ingredients. This pivot aims to maximise long-term shareholder value for its farmers. However, the divestment is expected to impact Fonterra's revenue significantly, potentially dropping it to tenth place next year. FrieslandCampina (Netherlands) – $14.0 billion FrieslandCampina's performance remained stable, although it experienced a slight decline of 0.5% in turnover. The cooperative is actively seeking ways to enhance its market position amid challenges related to member retention and milk supply. FrieslandCampina's ongoing efforts to innovate and adapt to market changes will be crucial for its future success. Saputo (Canada) – $13.9 billion Saputo led all companies in revenue growth, achieving an 8.4% increase in 2024. The company's strong performance is attributed to improved operations across all divisions, except in Argentina, where currency struggles impacted results. Saputo's focus on efficiency and cost-saving measures has positioned it well for continued growth. Mengniu (China) – $12.3 billion Mengniu's revenue has declined due to a challenging operating environment in China, marked by oversupply and declining prices. The company has faced double-digit drops across its liquid milk, ice cream, and milk powder divisions. Despite these challenges, Mengniu continues to focus on maintaining its market share and adapting to consumer preferences. Global dairy top 20 Anticipated M&A activity Looking ahead, Rabobank warns that the dairy sector is on the brink of significant transformation due to anticipated M&A activity. Major mergers expected to take place include: FrieslandCampina and Milcobel : This merger is poised to crea+te one of the largest dairy cooperatives in Europe, potentially enhancing operational efficiencies and market reach. Manufacturers should consider how this consolidation might influence competitive dynamics and pricing strategies in their regions. Arla Foods and Deutsche Milchkontor (DMK) : This merger could lead to a stronger market position for both companies, enabling them to leverage synergies in production and distribution. Dairy manufacturers must assess how such consolidations could affect their market share and supply chain relationships. Yoplait's integration into Lactalis and Sodiaal : This integration is expected to streamline operations and expand product offerings, particularly in the yogurt segment. Manufacturers should take note of the potential for increased competition in this category. Additionally, Unilever's planned divestment of its ice cream business raises questions about market stability. The anticipated exit of both Unilever and DMK from the rankings opens two spots for new entrants, with Magnum (from Unilever's divestment) and Emmi Group emerging as strong contenders. Implications for dairy manufacturers Strategic positioning in a changing landscape The potential for significant M&A activity presents both challenges and opportunities for dairy manufacturers. To navigate this evolving landscape, companies should consider: Partnerships and alliances: Collaborating with other manufacturers or forming strategic alliances can enhance market positioning and foster innovation. By pooling resources and expertise, companies can better respond to consumer demands and competitive pressures. Market intelligence: Staying informed about competitors’ moves and market trends will be crucial for strategic planning. Manufacturers should invest in market research and analytics to anticipate shifts in consumer preferences and adjust their strategies accordingly. Innovation as a key driver As consumer preferences evolve, innovation will be paramount for dairy manufacturers. Companies should focus on: Product development: Expanding product lines to include health-oriented and premium options will be essential for attracting a diverse consumer base. Investing in R&D can help manufacturers create unique offerings that stand out in a crowded market. Quality improvement: Ensuring the highest quality standards will differentiate products and build consumer loyalty. Manufacturers must prioritise quality control and invest in technologies that enhance product consistency. Adapting to regional trends The report highlights regional milk price trends that may impact profitability. Dairy manufacturers should: Local sourcing strategies: Evaluating local sourcing options can mitigate risks associated with global supply chain disruptions and fluctuating milk prices. Establishing relationships with local farmers can also enhance brand reputation and sustainability efforts. Cost management: Implementing efficient production practices and cost control measures will be essential to maintain margins during periods of price volatility. Manufacturers should explore automation and lean manufacturing techniques to optimise operations. Emphasising sustainability As sustainability becomes increasingly important to consumers, dairy manufacturers must prioritise environmentally friendly practices. The report emphasises: Sustainable practices: Implementing sustainable sourcing, production, and packaging practices can enhance brand reputation and meet regulatory requirements. Manufacturers should consider certifications that highlight their commitment to sustainability. Transparency: Communicating sustainability efforts, particularly in resource-intensive industries such as dairy, to consumers can build trust and loyalty. Brands that effectively share their sustainability stories are likely to resonate with environmentally conscious consumers. As companies navigate these changes, strategic agility, innovation and a focus on sustainability will be vital for success. The next year promises to be pivotal for the dairy sector, with significant implications for both established players and emerging competitors. A huge thank you to Rabobank for sharing the report with FoodBev Media.

Diageo has announced the sale of its well-known coffee-cream liqueur brand, Sheridan’s, to Casa Redondo, a prominent Portuguese beverage-alcohol company. The divestiture aligns with the global beverage alcohol giant's ongoing efforts to streamline its brand portfolio and enhance shareholder value. Dayalan Nayager, Diageo’s president for Europe and chief commercial officer, said: "The sale of Sheridan’s is another example of our sharp focus on effective portfolio management and maximising shareholder value". This decision follows a series of recent transactions in Europe, including the sale of its Cacique rum brand to Bardinet , Venezuelan rum brand Pampero, and fruit-flavoured liqueur brand Safari – which has also been sold to Casa Rendondo – as Diageo sharpens its focus on its core strengths in the premium spirits market Sheridan’s, a distinctive two-part liqueur known for its unique packaging and flavour profile, boasts a presence in over 50 countries, particularly across Europe. The brand's established global footprint makes it an attractive addition to Casa Redondo’s portfolio. Daniel Redondo, CEO of Casa Redondo, commented: “Sheridan’s is a unique brand with strong consumer recognition and an enduring identity. Bringing it into our portfolio represents a pivotal moment for Casa Redondo." The acquisition not only enhances Casa Redondo’s international presence but also reflects its ambition to build a more globally competitive business. Ricardo Redondo, CFO of Casa Redondo, added that the acquisition consolidates their position in the global market. "This step underlines our long-term commitment to sustainable growth and building stronger partnerships across international markets," he noted. As part of the acquisition, a transitional services agreement has been established to ensure a seamless transition and continuity of operations for Sheridan’s post-sale. This agreement aims to maintain brand integrity and consumer trust during the transition period, allowing Casa Redondo to leverage Diageo’s distribution networks and marketing strategies. The sale of Sheridan’s to Casa Redondo marks a significant milestone for both companies. For Diageo, it represents a continued focus on optimising its brand portfolio in a competitive market. For Casa Redondo, the acquisition signifies a strategic move to enhance its global presence and diversify its offerings in the beverage-alcohol sector.

Following reports of soup you can suck on and pineapples retailing for just under $400 – there’s never a dull moment in new product development. As market saturation pushes brands back to the drawing board, one thing is clear: the quirkier, the better when it comes to catching consumers’ attention. From battery-flavoured crisps to tomato sauce smoothies, we explore the latest weird and wonderful innovations shaking up the F&B industry. Bacon-flavoured cereal Bacon has long been a breakfast staple, but bacon-flavoured cereal is a little more unusual . General Mills’ Cinnamon Toast Crunch brand has teamed up with Hormel Black Label Bacon to debut a limited-edition cereal that combines the classic Cinnamon Toast Crunch with a smoky bacon flavour. The launch follows another successful collaboration between the two: Cinnamon Toast Crunch-flavoured bacon, where bacon rashers were seasoned with ‘Cinnadust’ to create a sugary, crispy crust. Mojito grapes Grapes that taste of other things aren’t new – many supermarkets offer Candy Floss grapes and Marks and Spencer has everything from Mango grapes, which claim to have the sweet, exotic taste of mango, to Tutti Frutti grapes, which offer a variety of sweet flavours. Recently, UK supermarket, the Co-operative Group, launched mojito-flavoured grapes , which offer a hint of lime, allowing consumers to experience the taste of a mojito without the guilt – after all, grapes are healthy and you can have as many as you like without a pesky hangover. Speaking of things that taste like alcohol… It is not just grapes capturing the flavours of our favourite cocktails – other snacks are joining in too. PepsiCo’s Pop Works brand recently teamed up with Malibu to launch a limited-edition popped corn snack inspired by piña coladas. Released in time for the summer, the crunchy, puffy triangles are seasoned with pineapple and coconut flavours reminiscent of the classic cocktail – though alcohol-free, so they’re perfectly acceptable at lunchtime. Fishy chocolate? Less a flavour twist and more a wellness innovation, DolCas Biotech – known for its nutraceutical ingredients – has launched a chocolate infused with fish collagen . With many consumers experiencing ‘pill fatigue’ but still keen to indulge in wellness, this offers a tastier alternative to traditional collagen supplements. Each 8g square contains 1g of Morikol, a highly concentrated fish collagen tripeptide designed for maximum absorption – all without compromising the familiar taste and texture of chocolate. The formulation works across dark, milk and white varieties, so there’s a version for every chocolate lover. Beer soup Campbell’s Chunky recently invited consumers to ‘crack open a warm one’ with its collaboration with Pabst Blue Ribbon, launching two beer-infused soups. Perfect for cooler weather, the line-up includes a cheese, potato, chorizo and beer soup, and a beef, bacon and beer chilli with beans. Both options combine the hearty, filling qualities you expect from Campbell’s Chunky with the smooth, malty flavour of Blue Ribbon beer. Glow in the dark ice lollies Ahead of its demerger from Unilever, the Magnum Company has launched Hydro: Ice – a glow-in-the-dark kiwi and lemon ice lolly in Ibiza. Aimed at ‘healthy hedonists,’ it’s dairy-free, sweetened with real sugar, contains vitamins and magnesium, clocks in at just 77 calories, and is designed for those who want to stay refreshed while keeping the party going – even if they’re sober curious. Battery flavoured crisps…   Ever have the urge to lick a battery? Me neither, but apparently, it’s a rite of passage for many because snack brand Rewind has unveiled a corn chip that tastes of just that: a nine-volt battery. Said to capitalise on nostalgic consumer experiences, the corn chips are made using a blend of citric acid, sodium bicarbonate and mineral salts, which are designed to replicate the metallic tang and buzz reminiscent of touching a 9-volt battery. Currently available in the Netherlands, Rewind plans to launch its battery crisps into other European markets alongside more traditional flavours, such as cheese and onion. Tomato ketchup smoothies Yes, you read that right. Heinz has joined forces with Smoothie King to settle once and for all whether tomatoes belong in a fruit smoothie. The result? The Heinz Tomato Ketchup Smoothie, blending sweet acai sorbet, crisp apple juice, strawberries, raspberries – and, of course, Heinz tomato ketchup – in what’s being billed as the world’s first ketchup-based smoothie. Bath bombs for the kitchen A new twist on scratch cooking, Flavour Bombs bring the indulgence and convenience of a bath bomb into the kitchen. Perfect for busy cooks, these spheres eliminate the need to chop, blitz or grind ingredients, all while looking like a bath bomb. Each portioned, shelf-stable bomb is packed with premium herbs, spices, onions, garlic, tomatoes, aromatics and roots sourced from around the world, letting you create authentic global dishes with a simple drop and stir. Breast milk ice cream Tapping into the unconventional, Oddfellows and Frida have collaborated to launch a limited-edition Breast Milk ice cream . Designed to mimic the taste and nutritional profile of breast milk, the ice cream is infused with nutrients typically found in breast milk, such as colostrum. While it recreates the flavour, the ice cream is made using traditional methods.