As clean-label expectations continue to shape food and beverage innovation, manufacturers are under growing pressure to simplify ingredient lists while maintaining product safety, quality and shelf life. This is especially important in categories such as non-alcoholic beer, ready-to-drink cocktails, sauces, dips and chilled products, where microbial stability is critical. Chinova Bioworks has developed Chiber Mushroom Extract to help manufacturers meet these demands. Derived from upcycled white button mushroom stems, Chiber is a natural antimicrobial ingredient designed to support shelf-life extension and microbial stability across a wide range of food and beverage applications. Chiber is produced from purified chitosan fibres sourced from white button mushrooms grown on organic farms in Canada and the US. These positively charged fibres interact with the negatively charged cell walls of microorganisms, helping inhibit microbial growth and protect products from spoilage. The ingredient provides broad-spectrum protection against spoilage organisms including yeast, mould, gram-positive bacteria and gram-negative bacteria. It can also help manufacturers manage microbial risks associated with pathogens such as Listeria, Salmonella and E. coli, making it particularly relevant for products where preservation and safety are central formulation challenges. Meeting clean-label expectations without compromise For manufacturers, preservation is not only about safety and shelf life. It is also about protecting the consumer experience. Many natural preservation systems can affect flavour, aroma, colour or texture, creating formulation trade-offs for brands seeking to deliver premium products. Chiber is designed to be flavourless, odourless and colourless, helping protect the intended taste, texture and appearance of finished products. This makes it suitable for applications with delicate flavour profiles, including hop-forward non-alcoholic beers, carbonated beverages and refrigerated foods like yogurt and dips. The ingredient also supprts clean-label goals by helping brands replace synthetic preservatives such as potassium sorbate. Depending on the application and regulatory market, it may be listed as 'Mushroom Fiber Extract,' 'White Button Mushroom Fiber' or 'Natural Flavour'. Chiber is also vegan, kosher, halal certified, gluten-free, allergen-free and organic compliant. For beverage producers, Chiber offers an alternative to energy-intensive tunnel pasteurisation. By supporting microbial stability without heat treatment, it can help preserve hop character, carbonation and fresh flavour while reducing the need for expensive processing equipment. It can also support draft service of non-alcoholic beer by helping control microbial growth in keg lines. Sustainability is another important advantage. Chiber is made from upcycled mushroom stems, transforming an underused agricultural by-product into a functional food protection ingredient. By extending freshness and reducing spoilage, it helps brands address food waste while supporting cleaner, more efficient production. For manufacturers seeking natural preservation without compromising quality, Chiber Mushroom Extract offers a practical route to cleaner labels, longer shelf life and more sustainable food and beverage innovation. Find out if Chiber is the right fit for your product by getting in touch here.

Steve Davis The drive towards more sustainable packaging is transforming the food and beverage industry. As manufacturers replace traditional materials with lighter, recycled and fibre-based alternatives, they must balance environmental ambitions with the need to protect products, maintain production efficiency and meet increasingly stringent quality standards. Steve Davis, global director of product management at Industrial Physics, explores why testing has become essential to reducing risk, ensuring consistency and enabling manufacturers to innovate with confidence. Across the food and beverage sector, packaging is being asked to do more than ever before. It must preserve product quality, extend shelf life and maintain safety across complex supply chains, while meeting ambitious sustainability targets. This shift is changing the role packaging plays in production. The question is no longer whether a material is recyclable or renewable, but whether it can consistently deliver the performance required in real-world conditions. As sustainability strategies accelerate, packaging is becoming as much a performance challenge as it is an environmental one. For manufacturers, this introduces a new kind of risk. When packaging performance becomes less predictable, small variations can directly affect product integrity, operational efficiency and brand reputation. From material choice to product protection In food and beverage applications, packaging is not an isolated component; it is integral to product delivery. It must maintain barrier performance, ensure seal integrity and withstand the mechanical stresses of filling, transport and storage. Historically, conventional materials such as plastics have been optimised over decades to deliver consistent results across these conditions. Today, however, the introduction of new materials such as paper-based alternatives, higher recycled content and lightweighting strategies is changing how packaging behaves. It is important to recognise that paper is not a single, uniform material but a diverse group influenced by fibre source, processing methods, coatings and additives. When recycled content is introduced, variability increases further. Differences in fibre length, contamination levels and residual inks or adhesives can significantly affect mechanical and surface properties. As a result, packaging that performs well in development may behave unpredictably in production or distribution. This is the core challenge: sustainable materials can meet performance requirements, but with a narrower margin for error. In practical terms, performance is no longer guaranteed by material selection alone. It must be actively verified. Understanding performance in practice For food and beverage manufacturers, the key question is not how a material performs in isolation, but how it behaves in contact with the product and throughout its lifecycle. Small changes in packaging performance can have disproportionate effects. Variations in barrier properties can influence oxygen ingress or moisture transfer, affecting freshness and shelf life. In carbonated beverages, minor inconsistencies in strength and sealing can impact pressure retention. In chilled or temperature-sensitive products, packaging must maintain integrity despite environmental fluctuations. These are not hypothetical concerns. In high-speed production environments, even slight deviations can scale quickly into large volumes of compromised product, increasing the risk of waste or recalls. The challenge is not simply adopting more sustainable materials, but ensuring they perform reliably under real-world conditions. The limits of traditional quality checks Traditional quality control methods remain critical. Periodic sampling and laboratory-based testing provide highly accurate, standards-aligned measurements that underpin quality assurance and compliance. However, as production speeds increase and materials evolve, these approaches are difficult to rely on in isolation. Sampling provides a snapshot, although it may not capture short-term variations or process drift. In high-speed production environments, timing becomes as important as accuracy. By the time an issue is detected through end-of-line testing, it may already have affected significant production volumes. This does not diminish established methods but highlights the need to complement them with greater visibility into how performance evolves over time. Connecting measurement to performance To address this challenge, manufacturers are adopting more connected approaches to testing and quality control. Rather than treating measurements as isolated data points, connected systems link results across tests and align them with production conditions. This helps build a clearer picture of how performance is influenced by material characteristics and process variables. For example, seal strength can be correlated with dwell times or temperature profiles. Barrier performance can be assessed alongside material thickness or coating consistency. Dimensional characteristics can be linked to mechanical performance, such as pressure resistance or compression. This type of insight enables manufacturers to move beyond pass/fail assessments and understand the underlying drivers of performance. It also supports more targeted process optimisation, helping to maintain consistency even as materials and formats evolve. Closing the performance gap Sustainability will continue to reshape packaging, but its success depends on performance. Materials must not only meet environmental criteria, but deliver consistent, reliable protection. Closing this gap requires a shift in how packaging is evaluated – from a focus on material properties alone, to a broader understanding of performance in practice. Testing is no longer a supporting function. It is a critical enabler of product quality, operational efficiency and brand trust. For food and beverage manufacturers, sustainability ambitions must be matched with robust, data-driven testing strategies that ensure packaging performs as intended, every time and at scale.

UK brand Popcorn Kitchen has introduced Munch Mix, a new snack line combining different textures with sweet and salty flavours. The brand describes the product as a ‘complex’ and ‘layered yet alluring jumble’ of flavours and textures, available in two varieties: White Chocolate Snowies, and Chocolatey Orange Segments. Munch Mix products contain an assortment of pretzels and corn, chocolate pieces (in a choice of milk chocolate orange, or white chocolate with sprinkles), and three varieties of Popcorn Kitchen’s coated popcorn. These include Salted Caramel popcorn encased in milk chocolate, Lemon Drizzle popcorn coated in white chocolate, and Gingerbread popcorn covered with dark chocolate. They are positioned as a flavourful snack offering that tap into growing demand for layered, sensory innovation and unique texture experiences in food and beverages. Each pack is priced at £14.99 per 400g.

Napolina is expanding its portfolio with the launch of a new range of Pasta Stir Ins, designed to help consumers create premium Italian-inspired meals at home with minimal preparation. The UK's ambient Italian food brand has introduced four new variants: Sundried Tomato & Black Olive Puttanesca, Sundried Tomato & Basil, Spicy Calabrian Nduja with Chilli and Grilled Vegetables. Positioned as an alternative to traditional pasta sauces, the products are designed to be stirred through freshly cooked pasta, including filled varieties such as ravioli, to deliver authentic flavours in minutes. Each jar serves up to four people and carries an RRP of £2.75, with a promotional launch price of £2. The Spicy Calabrian Nduja with Chilli and Sundried Tomato & Basil variants will debut in Tesco stores this month, with wider distribution planned from autumn 2026. Manufactured in Puglia, Italy, the new range has been developed to meet growing demand for convenient, restaurant-quality meal solutions as more consumers choose to dine at home. According to the company, the products combine premium ingredients and authentic Italian flavours in a simple "pour, stir and serve" format. Among the range, the Sundried Tomato & Black Olive Puttanesca offers a twist on the classic recipe by using black olives rather than the more commonly used green varieties, creating a richer, milder flavour profile. Meanwhile, the Grilled Vegetables Stir In is aimed at hearty vegetable-based pasta dishes, the Sundried Tomato & Basil delivers a traditional Italian flavour combination, and the Spicy Calabrian Nduja with Chilli brings a fiery heat inspired by southern Italian cuisine. Jeremy Gibson, marketing director at Princes Group, said: "We see an exciting opportunity to tap into the UK's love of Italian cuisine. Responding to evolving cooking habits and consumer need states is a key step to unlocking new value and growth across the category." He added: "As households increasingly choose to eat at home to help manage household budgets, they are still seeking those moments of enjoyment and indulgence that Italian food delivers. Our innovation strategy is centred on helping consumers recreate authentic Italian experiences at home, combining convenience with quality." The Pasta Stir Ins also feature clean-label credentials, with all four variants made using natural ingredients. Depending on the variety, the products are low in saturated fat, low in sugar and provide a source of fibre, further broadening their appeal to health-conscious consumers.

Norwegian seafood producer SalMar has agreed to acquire a majority stake in salmon farming company Måsøval, in a deal valued at approximately NOK 3.4 billion (approx. €290 million), strengthening its position in one of the country's most important aquaculture regions. Under the agreement, SalMar will acquire 85.7 million shares in Måsøval from Heimstø AS, representing around 70% of the company's share capital. The agreed purchase price of NOK 39.50 per share values Måsøval at approximately NOK 4.84 bn. The consideration will comprise 733,906 newly issued SalMar shares, accounting for 10% of the transaction value, with the remaining balance paid in cash. The share component has been valued at NOK 461.40 per SalMar share, based on the company's closing share price on Euronext Oslo Børs on 6 July 2026. The acquisition is expected to reinforce SalMar's operations in Central Norway, a key region for salmon farming, while expanding its production platform and supporting long-term growth. The company said the combination will improve the utilisation of resources, expertise and infrastructure, strengthen innovation capabilities and support sustainable value creation across the Norwegian coastline. Frode Arntsen, chief executive officer of SalMar, said: "We believe this represents an exciting industrial opportunity that will strengthen SalMar's position in Central Norway, one of our most important core regions for aquaculture. Arntsen added: "Måsøval is a historically well-established and well-managed company with strong roots in the region, and its operations are a good fit with SalMar's existing activities. The companies share common roots on Frøya, and we see significant potential for further development." The transaction remains subject to customary closing conditions, including regulatory approvals. As part of the agreement, Heimstø has been granted the right to sell the SalMar shares received as consideration back to the company at NOK461.40 per share for a period of 12 months following completion. Following completion, SalMar said it intends to offer minority shareholders in Måsøval the opportunity to sell their shares at the same price of NOK 39.50 per share. The acquisition reflects continued consolidation within the Norwegian aquaculture sector as producers seek greater scale, operational efficiencies and enhanced sustainability capabilities in response to rising global demand for farmed salmon. SalMar said it will provide further details on the transaction and its expected impact when it reports its second-quarter 2026 results on 25 August.

Italian ingredients distributor Faravelli has marked its 100th anniversary with a celebration in Milan, highlighting a century of expertise and a continued commitment to innovation, international growth and long-term partnerships. Held in Milano, the city where the company was founded, the event took place under the claim 'Next Begins Now,' a message created for Faravelli's centenary that reflects the company's ambition to build on its heritage while looking ahead to new opportunities and future development. Established in 1926 by entrepreneur Giusto Faravelli, the company has evolved into a global distributor of raw materials and ingredients serving the food, nutraceutical, pharmaceutical, cosmetic, chemical and animal nutrition industries. Throughout its international expansion, Faravelli has remained family-owned, preserving the entrepreneurial values and customer-focused approach that have shaped its development across three generations. Today, the Group is chaired by Alessandro Faravelli, son of the founder, while operational leadership is led by the third generation of the family through managing director Cinzia Faravelli and CEO Luca Benati, ensuring continuity while driving the company's international growth and strategic development. The centenary celebrations culminated on 5 June with an event attended by more than 400 guests, including employees, customers, suppliers, partners and stakeholders from Italy and abroad. Designed as an opportunity to bring together the people who have contributed to Faravelli's journey over the past century, the event combined institutional moments with interactive experiences that encouraged guests to actively participate in the celebration and extend its reach beyond the venue through social media. Opening the celebration, CEO Luca Benati reflected on the significance of the milestone and the people who have contributed to the company's success. He said: "One hundred years is a very significant span of time for a nation; imagine what it represents for a company. Faravelli's history has been an intertwining of generations. It is our employees, customers and partners who make Faravelli what it is today. Tonight, we celebrate a story that began in 1926 thanks to my grandfather, but above all, we share the responsibility and enthusiasm of continuing to build the future." Cinzia Faravelli, managing director, also highlighted the human dimension of the celebration: "For our family, this celebration is an opportunity to thank all the people who have accompanied Faravelli throughout its journey and to renew our commitment to preserving the values that have guided us to this point." For companies operating in the food and nutraceutical sectors, Faravelli's centenary reflects the growing importance of ingredient distributors as strategic partners rather than simply suppliers. Manufacturers increasingly require technical expertise, regulatory support, market insight and reliable global sourcing to accelerate product development and respond quickly to changing consumer expectations. The anniversary celebrations are part of a broader programme launched earlier this year with Stand Out, Faravelli's corporate campaign running across digital channels, trade media, exhibitions, events and advertising throughout 2026. Following its debut at Vitafoods Europe in May, the campaign will continue to accompany the company at major international trade shows, including CPHI Frankfurt, Making Cosmetics Milan, In-Vitality Milan, SupplySide West in Las Vegas and Fi Europe, reinforcing Faravelli's positioning across the food, nutraceutical, pharmaceutical and personal care industries while creating new opportunities to connect with customers and partners worldwide. Stand Out reflects the company’s promise to help customers stand out in increasingly competitive markets through ingredient expertise, technical know-how, innovation and tailor-made solutions. This integrated approach is particularly relevant in the food and nutraceutical sectors, where demand for functional ingredients, clean-label solutions, health-focused formulations and faster product development continues to grow. By combining international sourcing capabilities with local technical support, the company aims to help manufacturers transform innovation into commercially successful products while responding to evolving consumer and market trends. While the centenary celebrates Faravelli's history, it also reinforces its commitment to the future. Continued investment in people, expertise, international development and customer support remains central to the company's strategy as it prepares for its next phase of growth. One hundred years after its foundation, Faravelli continues to look ahead with the same entrepreneurial spirit that inspired Giusto Faravelli in 1926, convinced that one hundred years isn't the end of a story, it is the beginning of a new one. Next Begins Now.

Clio Snacks has expanded its refrigerated snack portfolio with the launch of Clio Drizzled Greek Yogurt Bars, a new family-focused line combining Greek yogurt with fruit flavours and a chocolatey drizzle. The new range is available in three flavours: Strawberry Dream, Raspberry Cotton Candy and Strawberry Banana Milkshake. Each bar is made with real fruit and contains 5g of protein, as well as calcium, vitamin D and probiotics. The bars are also gluten-free and made without artificial flavours or colours or high-fructose corn syrup. The launch comes as Clio continues to grow its retail footprint across the US. The company expects to reach $120 million in revenue this year and produce more than 180 million bars, while expanding distribution to around 60,000 retail locations nationwide. John McGuckin, CEO of Clio Snacks, said: “Parents today are navigating a kids' snack aisle full of compromise – options that are either nutritious but boring, or exciting but empty. With our new Clio Drizzled Greek Yogurt Bars, we're proving that doesn't have to be the case.” He added that the launch addresses “white space” in the refrigerated category for snacks that combine nutrition with child-friendly flavours and packaging. The new line began rolling out nationwide in early July. Five-count boxes will be available online via the brand's website, with select flavours launching at Target, Sam’s Club, Walmart, Whole Foods Market, Stop & Shop and other retailers.

Oils and fats company AAK has teamed up with US food-tech start-up Savor, in a two-year collaboration to develop speciality fat solutions for dairy alternative and bakery applications. As part of the partnership, Sweden-headquartered AAK is backing Savor’s technology with an equity investment. The agreement will target customers globally, with a particular focus on the US and European markets. Savor, based in California, creates sustainable fats and oils directly from carbon using its proprietary technology platform. The start-up aims to deliver high-performing, scalable ingredient solutions that can be produced without the need for conventional plant and animal agriculture. Meanwhile, AAK, headquartered in Malmö, brings more than 150 years of experience in plant-based oils and fats. It will contribute its formulation expertise and commercial infrastructure to the partnership. According to the two companies, the new fats jointly developed through the collaboration could require 1,000 times less land use, and up to 98% lower carbon emissions, than their conventional counterparts. The dairy alternatives and bakery categories face growing demand for highly functional fats that can deliver high-quality taste and texture, while remaining resilient to today’s supply chain vulnerabilities. This is why Savor and AAK have chosen to focus on these segments initially, with Savor’s Chiara Cecchini, SVP of commercialisation, noting significant pressure on food manufacturers to reduce environmental footprint and strengthen resilience. Savor’s technology platform can be implemented anywhere in the world, eliminating the need for fertile land, fertilisers or fresh water. In combination with plant-based oils, it aims to enable more diverse supply chains and reduced market volatility, with more stable costs in the long-term. Ronald van der Knaap, global head of dairy, early life nutrition and savoury at AAK, said: “The unique solutions that are unlocked by the AAK-Savor strategic collaboration address a market need across the food industry.” “Beyond supply chain resilience and sustainability, we will create applications with great taste and texture for our customers within two very important segments, and in this way, ticking all the boxes and improving the overall consumer experience.”

Premier Protein owner BellRing Brands has appointed Michael Axelrod as its next president and chief executive officer, effective 29 July 2026. Axelrod will also join the company’s board of directors. He succeeds Darcy Davenport, who announced her intention to retire earlier this year. Davenport will remain with the company in a senior advisory role to support the leadership transition and provide strategic support. Axelrod joins BellRing from US snack manufacturer Snak King, where he served as CEO. He brings more than 30 years of experience in the consumer packaged goods sector, including leadership roles at several consumer businesses. He previously served as CEO of Del Real Foods, where he oversaw revenue growth, national expansion and operational improvements. Earlier in his career, Axelrod held senior roles at Passport Food Group, TreeHouse Foods and Kraft Foods, and began his career at Boston Consulting Group, advising consumer and retail clients. In addition to Premier Protein, BellRing owns the Dymatize brand, and has an active nutrition portfolio spanning ready-to-drink protein shakes, powders and other nutrition products. Robert V Vitale, chairman of BellRing’s board of directors, said the company had conducted an extensive search before selecting Axelrod. He commented: “His record of strategic insight, strong customer relationships and operational excellence will be invaluable as we embark on the next chapter of growth”. Vitale also thanked Davenport for her contribution to BellRing, noting that she had led the company through “a significant period of growth” to more than $2.3 billion in sales. Axelrod said consumer demand for protein remains “exceptionally strong,” adding that BellRing is well positioned for long-term growth through customer focus, innovation and operational discipline. Top image: © BellRing Brands

Trolli is expanding its confectionery portfolio with the launch of Trolli Spicy Crawlers, a new twist on its signature candy that combines the brand's familiar sweet-and-sour taste with a subtle spicy kick. Designed to tap into growing consumer demand for bold and adventurous flavour combinations, the new product blends fruity sweetness with a hint of habanero, delivering what the company describes as a balanced sweet-and-heat experience without overwhelming spice. The new range introduces three flavour combinations: mango habanero, pineapple habanero and strawberry habanero. Each variety pairs fruit flavours with the brand's signature sour profile and a warm finish from habanero, offering a new take on the classic Trolli crawler format. The launch reflects the continued popularity of sweet-and-spicy flavour trends across the snacking and confectionery categories, as manufacturers look to attract consumers seeking more adventurous taste experiences. Trolli Spicy Crawlers are now rolling out to retailers nationwide and are available in a range of pack sizes, including 3oz, 4.25oz, 6.3oz, 12.3oz, 24.2oz and 40oz formats, catering to both on-the-go purchases and larger sharing occasions.

French natural ingredients supplier Nexira has acquired Moroccan carob specialist Keragum, strengthening its position in the global market for plant-based texturising ingredients and reinforcing its strategy to secure raw material sourcing closer to origin. The acquisition marks a key milestone in Nexira's Ambitions 2030 growth strategy and expands the company's footprint across the natural hydrocolloids value chain. Financial terms of the transaction were not disclosed. Keragum specialises in the production of locust bean gum (LBG), a clean-label hydrocolloid widely used as a thickener, stabiliser and texturiser in applications including dairy, plant-based foods, ice cream and nutraceuticals. The company operates a recently commissioned production facility near Casablanca and sources carob through partnerships with local cooperatives across Morocco, one of the world's leading carob-producing regions. The deal further strengthens Nexira's presence in the carob market, where it has been building its portfolio since 2021. By integrating Keragum into its operations, the company aims to improve supply chain resilience, increase traceability and secure long-term access to high-quality carob raw materials. Mathieu Dondain, vice president and chief executive officer of Nexira, said: "With Keragum, Nexira takes a new step forward. As with acacia, our ambition is to invest as close as possible to production, securing high-quality raw materials while generating tangible local value. Together, Keragum and Nexira will drive the stability, sustainability and long-term growth of a market we deeply believe in." The acquisition reflects a broader trend across the food ingredients sector, where manufacturers are investing upstream to improve supply security amid growing demand for natural, plant-based ingredients. Locust bean gum has become increasingly important for clean-label formulation, delivering texture and stability in products ranging from plant-based alternatives to frozen desserts while also finding applications in dietary supplements. According to Nexira, Keragum's modern production capabilities complement its own expertise in scientific research, regulatory support and ingredient applications. The combined business will also leverage Keragum's established sourcing network and relationships with Moroccan farming cooperatives to support responsible agricultural practices and improve traceability throughout the supply chain. Olivier Houalla, chief operating officer of Nexira, said: "Keragum brings modern industrial capacity, a robust and traceable local sourcing network, and authentic expertise rooted in Moroccan agriculture. This is precisely the model we want to scale: building sustainable value chains, creating value at origin, and supporting agroforestry, biodiversity and local farming communities." Founded in 1895, Nexira is a family-owned ingredients company specialising in botanical extracts and natural ingredients for the food, nutrition and health sectors. The business reported revenues of €221 million and operates six production sites and eight international subsidiaries, with products sold in more than 80 countries. It is also the global market leader in acacia fibre, holding more than 40% of worldwide market share. The addition of Keragum expands Nexira's portfolio of plant-based functional ingredients at a time when food and beverage manufacturers continue to seek clean-label texturising solutions with secure, sustainable supply chains.

Christina J Valentine Consumers today are increasingly more informed, medically engaged and focused on how nutrition supports their everyday lives, whether they are monitoring chronic conditions, navigating GLP-1 use or pursuing broader wellness goals. The trend of better-for-you options isn’t going anywhere any time soon. Christina J Valentine, chief medical officer and EVP of Kate Farms, explores why ‘better for you’ can no longer be defined by branding alone, and what companies need to do to deliver products grounded in real physiology, clinical insight and lived consumer experiences. The line between 'medical nutrition' and 'consumer wellness' has always been thinner than the nutrition industry has anticipated. The same person managing a medical condition is often the same person standing in a retail aisle trying to make a good decision for their health. What’s changing now is that we’re finally meeting people where they are on their health journey, whether it’s driven by illness, medication or wellness goals. And that means moving beyond nutrients on paper and focusing on real-world experience: does it taste good, is it tolerated and does it actually help someone feel better day to day? For decades, medical nutrition and consumer wellness operated in parallel worlds, one shaped by clinical evidence and practitioner guidance, the other by lifestyle aspiration and brand storytelling. Today, that divide is collapsing, and nutrition brands are faced with a decision. The difference between being 'better-for- you' and just saying you are is that the former is built with a specific physiological purpose in mind, often shaped by medical guidance or research, and evaluated by whether they meaningfully support real health needs over time. Taste, tolerance and accessibility matter as much as nutrient composition, because a product only delivers value if people can consistently consume it. By contrast, many products positioned as better-for-you rely primarily on marketing language without the scientific backing to support those claims. As consumers become more nutrition and label literate, expectations are raised around whether products deliver real functional value or simply borrow the language of health. Nutrition products should be informed by how the body functions, including metabolism, digestion, muscle preservation and nutrient absorption, and should be designed to help people with real-world health needs, not just signal health on a label. Why better-for-you marketing claims are no longer enough Nearly 80% of consumers now pay attention to protein on food labels – more than sugar, fat, carbohydrates or even calories, signalling a shift from passive consumption to active evaluation of labels, according to Numerator. At the same time, households using GLP-1 therapies spend roughly 25% more on protein shakes than non-users, reflecting how medical guidance is shaping everyday purchasing behaviour. Medical considerations are increasingly driving consumer purchases, making better-for-you marketing alone no longer enough. As consumers become more discerning, the category is separating into products designed to function in real-world health contexts, and those that remain largely unchanged beneath new layers of marketing language. Many products now marketed as better-for-you were not designed from the ground up to support real health needs. Instead, brands are repurposing existing formulas and applying new labels to meet emerging consumer demand. GLP-1 nutrition is a clear example. As adoption of these therapies grows, some companies are simply increasing protein content or adjusting claims, without clinically developing formulas tailored to the unique needs of GLP-1 users. The result is products that look relevant on the shelf but fall short in real-world use. Consumers and medical patients have always been one and the same. What has changed is the expectation that nutrition should meet people where they are in their health journey. That means products must do more than meet clinical criteria; they must taste good, be well tolerated, and meaningfully support how people feel day-to-day. Historically, the divide was not consumer interest, but organisational strategy, with medical and consumer approaches treated as separate, and often mismatched, priorities. When brands fail to account for this, the consequences are real. For consumers, it can mean wasted money, poor tolerance or products that do not support their health goals. For brands, it creates growing business risk: eroding trust, low adherence and short-lived relevance in a market that is becoming more discerning. GLP-1 therapies have accelerated this reckoning. By bringing metabolic health, muscle preservation and digestive tolerance into mainstream conversation, they have exposed where existing products fall short, particularly when calorie-to-protein ratios, ingredient quality, micronutrient sufficiency and tolerance are not thoughtfully designed for the realities of the user’s journey. What separates real innovation from hype As medical and consumer nutrition continue to overlap, several principles increasingly distinguish truly better-for-you innovation from marketing-led positioning. Design for real-world use, not just label appeal: Products must account for how people consume them – taste, texture, tolerance and consistency matter as much as nutrient composition. A formulation that looks strong on paper but goes unconsumed is not functional nutrition. Build for physiology and tolerance: Retrofitting an existing product to fit a new trend, which is commonly done, is fundamentally different from designing with physiological intent. Understanding how medications, illness, ageing or life stages affect digestion, muscle mass, the microbiome and nutrient absorption is essential to delivering real value. Involve medical and nutrition expertise early: Innovation grounded in clinical insight, from dietitians, physicians, nurses, pharmacists, experts and professional guidelines, is better equipped to address real health needs. Scientific backing, bench work and clinical validation are no longer optional differentiators; they are table stakes. Respect the consumer as both patient and decision-maker: Today’s consumer expects transparency. Clear labelling, honest communication and evidence-backed claims empower informed choice, and build long-term trust. Looking ahead, credibility will become one of the most valuable assets in nutrition. As medical and consumer considerations continue to converge, the separation between truly better-for-you innovation and marketing-led positioning will only sharpen. Products that are thoughtfully designed, clinically informed and respectful of real-world use will earn trust and durability. Those that rely on borrowed language, 'GLP-1-ified' labels and surface-level claims will struggle to keep pace. This moment is likely to be remembered as an inflection point, not just in how nutrition products are marketed, but in how they are built and evaluated. Prioritising clinical research and higher standards will allow brands to stand the test of time.