The European Commission has published its new Protein Action Plan alongside a Livestock Strategy, aiming to boost the resilience of Europe’s agri-food sector and address market challenges. The plans, launched yesterday (7 July 2026), aim to reduce dependencies on imports and reinforce European food security by strengthening domestic and circular resources. In 2025, only 25% of protein from oilseeds and protein crops were sourced in the European Union. Aiming to increase the supply and use of EU-grown protein, the new Protein Action Plan includes an ambition to increase the share to 35% within the next decade. The Commission said it will support European protein crop production and improve the competitiveness of EU-grown proteins through encouraging innovation, investment, diversified diets and improved monitoring of protein dependencies. The plan identifies opportunities to diversify the EU’s current reliance on major exporters of soya beans and other plant proteins, a requirement that has heightened amid geopolitical and climate disruptions resulting in supply chain volatility. It highlights the potential role of the EU neighbourhood, noting that Ukraine could play a bigger part in the EU’s plant protein imports with a production of 13.5 million tonnes of plant-based protein annually. In a perspective accession, Ukraine could increase the EU’s plant protein autonomy from 76% to 86%, the Commission said. Other measures highlighted by the Commission to increase autonomy include providing incentives for European farmers to promote domestic production of pulses and soya, prioritising crops suitable for local conditions. In 2024-2025, the EU imported 13.4 million tonnes of soya bean and soya meal protein according to USDA data, with Brazil, Argentina and the US supplying the majority. Additionally, funding could support processing infrastructure and facilitate improved collaboration across the protein crop value chain. Within the Livestock Strategy, the Commission sets out ambitions to bolster the sector’s competitiveness and improve animal welfare and sustainability. Measures addressed include managing the impact of animal diseases, funding the transition to cage-free systems and circular technologies, and developing harmonised methods for calculating and monitoring livestock emissions at farm level. Christophe Hansen, Commissioner for Agriculture and Food, said: “The Livestock Strategy and the Protein Plan set out one common ambition: to strengthen Europe's food security, reinforce our strategic autonomy and help sustain vibrant rural communities, especially in regions at risk of land abandonment”. “To achieve this, we must move beyond polarising debates and focus on practical solutions. We want EU farmers to be profitable and more prepared to manage risks.” The plan focuses largely on the role of protein crops for feed materials, putting forward a goal to increase the share of protein from oilseeds and protein crops produced in the EU and used as animal feed from 25.8% to 35% by 2035. Non-profit organisation the Good Food Institute (GFI) Europe welcomed the plan and its recognition of the need to grow more protein crops. However, it noted a ‘missed opportunity’ for farmers who need confidence to transition toward growing protein crops for human consumption. It also noted the lack of proposals to invest in affordability, taste and convenience challenges associated with plant proteins, as well as in modern fermentation technologies for human food production rather than solely from an animal feed perspective. This comes as China puts forward proposals to become a global leader in plant-based meat and precision fermentation technologies, with a recent report from Systemiq projecting that China will reduce soy imports by 25% by 2030 and that alt-proteins will meet up to 55% of China’s domestic animal protein demand by 2050. Alex Holst, head of EU policy at GFI Europe, said: “It’s positive that the Protein Action Plan outlines the potential of protein diversification to reduce the EU’s dependence on imported crops, but building a more resilient and healthy food system will require more than warm words”. “The plan lacks funding commitments to scale up plant-based proteins and fermentation, and proposals to support farmers to grow the crops needed for these foods. With China threatening Europe’s position as a world leader in protein diversification, the EU risks missing out on significant economic opportunities and remaining exposed to fragile global supply chains.”

Independent cider producer Gravity Theory has expanded its portfolio with the launch of two new fruit-flavoured ciders, Berry Cherry and Hazy Pineapple, available in both 330ml and 440ml cans. The launch follows a successful trial of the products on draught, where the new flavours have been introduced in keg format across a number of on-trade venues. Both variants are made with real fruit and are designed to deliver a lightly sparkling, mid-strength cider. Berry Cherry combines raspberry, blackberry and cherry flavours for a lightly tart profile, while Hazy Pineapple offers a tropical flavour with natural sweetness. Like the rest of the Gravity Theory range, the new products are made using single-estate apples, predominantly Michelin and Dabinett varieties, and are fermented and matured for a minimum of six months. The ciders are suitable for vegan, vegetarian and gluten-free diets. At 3.4% ABV, the new fruit ciders have a lower alcohol content than the company's original apple cider (4.5% ABV), targeting consumers seeking more sessionable options. The business said the move into cans follows positive feedback from operators stocking the products on draught. David Bridge-Collyns, founder of Gravity Theory, said: "These are bold, fruit-forward ciders that stay true to our roots with real cider, real ingredients and natural flavours." Gravity Theory's Berry Cherry and Hazy Pineapple are available in 330ml cans with an RRP of £3.50 and 440ml cans with an RRP of £4.

Germany's soft drinks industry has strongly criticised proposals to introduce a sugar tax on beverages from 2027, warning that the accelerated timetable would leave manufacturers with insufficient time to adapt products and could have significant financial consequences for businesses. The German Soft Drinks Association (WAFG) said the current proposal, which is being debated as part of wider fiscal measures, would represent a major policy shift without providing companies with the clarity needed to prepare for compliance. According to the association, key details of the proposed tax, including its scope, the products that would be affected and the mechanisms for its collection, have yet to be defined. With only a limited period remaining before the planned implementation date, manufacturers would have little opportunity to reformulate products to reduce sugar levels and avoid the levy. Detlef Groß, chief executive officer of WAFG, said: "The introduction of a new behavioural tax without prior consultation with the affected industries is poor regulatory practice. Policymakers are fully aware that reformulating recipes requires time. The accelerated timetable suggests the priority is to generate additional short-term tax revenue." The association argues that the lack of regulatory certainty creates significant planning challenges for beverage producers, particularly small and medium-sized enterprises. Beyond the direct cost of the tax itself, WAFG says businesses face uncertainty over administrative requirements, compliance systems and potential changes to product portfolios. Groß warned that, if implemented as currently proposed, the measure could place considerable pressure on companies that have had little opportunity to prepare. The industry body also pointed to its participation in Germany's National Reduction and Innovation Strategy (NRI), under which beverage manufacturers committed to reducing sugar and calorie levels in their products. According to WAFG, the sector has delivered on those commitments, making the proposed introduction of a sugar tax all the more unexpected from the industry's perspective. The debate over sugar taxation has intensified across Europe as governments seek measures to address public health concerns while also strengthening public finances. Several European countries, including the UK, Ireland and Portugal, have already introduced beverage taxes linked to sugar content, with manufacturers responding through product reformulation and portfolio changes.

Welch's Fruit Snacks is expanding into the functional snack category with the launch of Welch's Probiotic Yogofruits, a new yogurt-coated fruit snack designed to meet growing consumer demand for products that combine indulgence with digestive health benefits. Launching nationwide, the new range represents the brand's first entry into the fast-growing yogurt snack segment, blending whole fruit with a creamy yogurt coating and probiotics in a premium snack format. Each serving contains 2 billion probiotic cultures to help support digestive health, alongside a good source of fibre. The snacks are also an excellent source of vitamins A and C and provide calcium and vitamin D, offering consumers a convenient option that combines nutrition with everyday snacking. Available in Strawberry and Peach-Mango varieties, Welch's Probiotic Yogofruits is made without artificial dyes or flavours, is non-GMO, peanut-free, and contains no corn syrup. The product is available in 10-count boxes with a suggested retail price of $7.99. By extending its portfolio beyond traditional fruit snacks, Welch's is positioning the brand to capitalise on the convergence of functional nutrition and permissible indulgence, while broadening its appeal to health-conscious families looking for convenient snack options. Welch's Probiotic Yogofruits is now available at retailers nationwide.

Unilever has expanded its Korean-inspired noodle brand Namdong with the launch of a new creamy cheese flavour, following the brand’s debut in 2025. The new flavour has been developed to tap into growing consumer interest in Asian-inspired flavours and the ‘cheesy ramen’ trend, which has gained traction across social media platforms such as TikTok. Namdong Creamy Cheese has been developed over 12 months and is designed to allow consumers to recreate the popular cheesy ramen dish at home. As with the wider Namdong range, the product includes a separate spice sachet, enabling consumers to adjust the heat level to their preference while retaining the creamy cheese flavour. Reece Newby, brand manager for mini meals at Unilever, said: “Since launching Namdong, we've seen a fantastic response to our customisable, Korean-inspired flavours. The viral cheesy ramen trend presented the perfect opportunity for our next innovation." "With creamy cheese, we're giving consumers the flavour they're craving on social media, combined with Namdong's signature customisable heat. This launch builds on our brand promise, allowing noodle lovers to create their perfect bowl every time.” According to Unilever, the new flavour performed strongly in a recent blind taste test, with 56% of consumers preferring the Namdong's creamy cheese block over a leading competitor. Consumers cited its “more balanced flavour,” “better cheese taste” and “creamier” texture. Namdong's new creamy cheese flavour is currently available in pot (84g) and block (120g) formats.

Varun Beverages Limited (VBL), one of PepsiCo's largest franchise bottlers, is strengthening its presence in East Africa through the acquisition of the value-added dairy beverages, juices and packaged drinking water business of Devyani Food Industries (Kenya) Limited (DFIL Kenya) for $32 million. The transaction, announced through a regulatory filing, will be executed by VBL Industries (Kenya) Limited, the company's wholly owned subsidiary, and is expected to close on or before 1 August 2026, subject to customary completion conditions. The acquisition covers DFIL Kenya's beverage business as a going concern, including all associated manufacturing assets. VBL said the deal will enhance its manufacturing capabilities while supporting its long-term growth strategy across Kenya and the wider East African market. According to the company, the acquisition will enable it to deepen market penetration by leveraging DFIL Kenya's existing manufacturing infrastructure and distribution capabilities. The business transfer includes a modern production facility in Nakuru, strategically located on a 52-acre site along a national highway. The plant currently manufactures value-added dairy beverages, juices and packaged drinking water and features supporting infrastructure including a reverse osmosis water treatment plant, boiler, effluent treatment plant, diesel generator and air compressor. The facility also holds internationally recognised certifications, including FSSC 22000 and ISO 9001:2015, underscoring its food safety and quality management standards. The acquisition comes as VBL prepares to broaden its product portfolio in Kenya. The company said its Kenyan subsidiary is also preparing to launch a range of carbonated soft drinks, suggesting the expanded manufacturing base will support both its existing non-carbonated beverage portfolio and future soft drink production. While the transaction is a related-party deal, DFIL Kenya is part of the promoter group, VBL stated that the acquisition has been conducted on an arm's-length basis. For VBL, the acquisition adds established manufacturing capacity in one of East Africa's key consumer markets while creating a platform for broader regional expansion.

Associated British Foods (ABF) has today (8 July 2026) announced that it has successfully completed its £75 million acquisition of Hovis from private equity firm Endless. ABF, owner of the Kingsmill bread brand, entered discussions with Endless last year regarding the merger. The deal brings together two of the UK’s most well-known packaged bread brands under the same ownership. From today, Allied Bakeries – ABF’s UK bakery business – and Hovis Group will operate together as Hovis Bakeries under the brand line ‘Nourishing the Nation.’ It will focus on investment into growing segments of the UK bakery category driven by evolving consumer needs, including healthy options. The companies reached an agreement on the deal back in August 2025, with the merger then subject to an investigation from the UK Competition and Markets Authority (CMA). The competition watchdog cleared the deal last month, concluding that it would not create significant competition concerns despite both companies being major players in the UK’s bread market. The CMA found that if the merger had not gone ahead, the most likely outcome would be Allied Bakeries exiting the market entirely in Great Britain and Northern Ireland. Evidence gathered pointed to Allied Bakeries’ recent financial challenges, facing significant losses over the last 14 years, due to declining demand in the bread market, raw material cost increases and rising demand for lower-margin private-label products. In a statement announcing the acquisition’s completion, ABF said the deal will create a sustainably profitable UK bakeries business for the long-term with an enhanced market position. The merger, set to commence shortly, is expected to deliver substantial operational synergies and efficiencies across production and distribution. This will drive improved profitability and enable investment in brands and product innovation, ABF said. George Weston, chief executive of ABF, commented: “By combining our expertise, scale and capabilities with targeted investment into new product categories, this business can return to growth, provide greater consumer choice, serve our customers better than ever and so create value for shareholders”. Sarah Arrowsmith, chief executive of Hovis Bakeries, said: “This is an exciting opportunity to create a large and transformative UK bakery business. We will now begin the work of revitalising our brands through innovation, becoming the UK's best own-label bakery partner and strengthening our position as the bakery industry's route to market through our unique direct-to-store network.”

Royal A-ware and Grupo TGT have agreed to merge, in a move aimed at strengthening their position in the international cheese market. Grupo TGT is one of the largest cheese producers and distributors in Spain and Portugal, with an extensive distribution network across the Iberian market. The proposed merger will give Royal A-ware a stronger position in Southern Europe, while allowing Grupo TGT to access Royal A-ware’s international production capacity, supply chain integration and product development capabilities. Following the merger, Grupo TGT will continue to operate from Spain as an independent organisation within Royal A-ware. The companies said continuity for employees, customers and suppliers remains a key priority, with Grupo TGT retaining its local expertise, customer relationships and market position. Jan Anker, shareholder of Royal A-ware, said: “Grupo TGT has built up an impressive position in the Spanish and Portuguese cheese markets. We share the same entrepreneurial mindset and a strong focus on long-term relationships. By joining forces, we are creating new opportunities for growth and can serve our customers even better with a wide range of cheese and dairy products.” Teodoro Garcia, shareholder of Grupo TGT, added: “For Grupo TGT, this is a logical next step in our development. Royal A-ware is a family-run business that shares our values and has a strong international position. Together, we can offer our customers even greater value and build a sustainable future for our company.” Garcia said the family will remain closely involved in the further development of the wider group, both operationally and financially. The merger remains subject to approval by the relevant authorities. Once approved, Garcia will join the supervisory board of Royal A-ware. Royal A-ware will then have three shareholder families with a shared long-term commitment to the business.

The Better Meat Co has announced that it will rebrand itself as BMC Ingredients, a new trade name reflecting the broader food applications for its Rhiza mycelium ingredient. While its legal entity will remain The Better Meat Co, the new BMC Ingredients name is designed to better serve food companies who seek high-protein, natural, whole-food ingredient solutions for a wide range of applications beyond meat and alt-meat – including smoothies, baked goods, pasta, bars and other foods. US-based BMC Ingredients is offering Rhiza in two key formats. Rhiza Tex features mycelium granules designed for texture-critical applications such as plant-based and hybrid meat products, while Rhiza Pro is available as a mycelium powder designed for solubility, emulsification and gelation. This makes it well-suited to beverages, bars, pasta, baked goods and more. A smoothie concept using Rhiza Pro powder Rhiza mycelium provides protein, fibre and functionality in a whole-food format, catering to growing demand for high-protein and clean-label foods. It aims to support manufacturers amid increasing cost pressures within the protein ingredient supply chain, with its whole-food format eliminating the need for the level of processing required to make protein isolates. Paul Shapiro, CEO and co-founder of BMC Ingredients, said: “The BMC Ingredients name better reflects the breadth of what Rhiza mycelium can do. As food companies look for scalable, all-natural alternatives to increasingly expensive protein isolates, we’re excited to offer a whole-food mycelium ingredient that delivers nutrition, functionality and versatility across categories.” The company will commission its commercial-scale production facility in Q2 2027, supporting broader commercialisation of Rhiza ingredients for food manufacturers worldwide. Once fully operational, the site expects to produce approximately 100 dry metric tons of mycelium ingredients per month.

US-based snack company Perfect Snacks has expanded its Perfect Bar refrigerated protein bar line-up with the launch of Oaties, its first oat-based protein bar range. The oat-based bars deliver 8g of protein and a source of fibre to support healthy digestion, containing no artificial ingredient including colours, flavours, preservatives, sweeteners or sugar alcohols. They are made with organic whole-grain oats instead of nut butter, to a blend of 20 ‘superfood’ ingredients chosen for their nutritional benefits. The bars are available in two flavour varieties, Oatmeal Cookie Dough and Brownie Batter. Oaties aim to cater to both children and parents, with a balanced nutritional profile and low glycaemic index designed to provide steady energy without sharp blood sugar spikes. Cara Liebrock, CEO of Perfect Snacks, said: “As our first leap beyond the nut-butter base Perfect Bars are known and loved for, Oaties combine the benefits of whole-grain oats with the craveable taste and real ingredients our consumers expect from us”. Oaties are now available at Target and Whole Foods Market locations across the US, as well as via Amazon and the company’s website.

Frozen food brand Strong Roots has appointed Emma Curtis as managing director, promoting one of the company's longest-serving leaders to oversee its next phase of growth. Emma Curtis Curtis has been instrumental in the development of the business since its early years, helping transform Strong Roots from a challenger start-up into an internationally recognised frozen food brand. She succeeds Charlotte Turton, who will move into a senior marketing leadership role within parent company McCain Foods. Most recently serving as vice president of global strategy, business development & CSR, Curtis has led the company's long-term growth strategy, business development initiatives and sustainability agenda. Earlier in her career at Strong Roots, she established and expanded the brand's UK business, helping to make it one of the company's key growth markets. Before joining Strong Roots, Curtis held commercial roles with consumer goods companies Mondelez and Bear. The leadership change comes as Strong Roots looks to build on a decade of growth and further strengthen its position in the frozen food category. Founded in 2015, the company has focused on vegetable-led frozen products, positioning itself around ingredient transparency, sustainability and changing consumer demand for plant-based and healthier food options. Since being acquired by McCain Foods in 2021, Strong Roots has continued to operate as an independent business unit within the wider organisation. Peter Dawe, president of global snacking at McCain, said: "When Samuel first asked Emma to establish and lead the UK business, it reflected the confidence he had in her ability to turn ambition into reality. The success of that business speaks for itself." He added that Curtis had played a central role in shaping the company's strategy and long-term direction while maintaining the entrepreneurial culture that has defined Strong Roots since its launch. Commenting on her appointment, Curtis said the brand was well positioned for continued expansion, combining its challenger mindset with McCain's global capabilities. "We've spent the last decade heroing the veg, long before conversations around fibre, ingredient transparency and healthier eating became mainstream. Today, consumers are actively seeking the things we've believed in from the start," she said. Curtis added that Strong Roots' focus would remain on innovation and challenging convention within the frozen food aisle as the company enters its second decade. The appointment signals Strong Roots' intention to accelerate growth under McCain's ownership while continuing to build on the brand identity that has helped it establish a presence across international frozen food markets. Top image: © Strong Roots

Sustainable condiment brand Rubies in the Rubble has expanded beyond its core ketchup, mayonnaise and mustard range with the launch of three new hot sauces, strengthening its position in the growing premium condiments category. Available through Ocado from 17 June, the new range comprises Hot Honey Sauce, Habanero Hot Sauce and Jalapeño Hot Sauce, with the products continuing the brand's focus on using surplus ingredients that would otherwise go to waste. The launch marks Rubies in the Rubble's first move into the increasingly popular hot sauce segment, with each product incorporating rescued fruit and vegetables alongside fermented peppers to deliver a balance of sweetness and heat. The Hot Honey Sauce combines 100% pure honey with fermented red chilli peppers, targeting consumers looking for sweet-and-spicy flavour profiles across dishes such as pizza, wraps and salads. Meanwhile, the Habanero and Jalapeño variants are made using surplus pears, carrots and fermented peppers, offering different heat levels for everyday cooking and table use. Founder Jenny Costa said: "Rubies has you covered for classic table sauces; now we're taking things up a gear with tangy, fiery hot sauces and sweet, spicy hot honey; each bottle rescues produce that was destined to be wasted and adds a flavour punch to elevate your everyday dishes." The new products arrive as consumer interest in premium condiments and globally inspired flavours continues to grow, with hot honey and fermented chilli sauces emerging as popular additions to both retail shelves and foodservice menus. Founded in 2012, Rubies in the Rubble has built its portfolio around ingredients sourced from surplus produce that might otherwise be discarded due to cosmetic standards, overproduction or supply chain inefficiencies. Since launch, the company says it has helped save more than 10.7 million pieces of fruit and vegetables from going to waste, equivalent to approximately 1.3 million kilograms of produce and preventing around one million kilograms of CO₂ emissions. The new hot sauce range will retail at £4.20 for the 250ml Hot Honey Sauce, while the Habanero and Jalapeño Hot Sauces are priced at £3.00 per 250ml bottle.