British crisp producer Fairfields Farm Crisps is introducing a limited-edition Cajun Barbecue flavour, landing in June 2026. The crisps offer a ‘rich, smoky taste profile and bold twist’ on the brand’s classic crisp portfolio, while introducing Fairfields’ first-ever ridge-cut crisp, designed for ‘maximum crunch and flavour.’ Inspired by classic barbecue cooking, the recipe blends smoky, savoury depth with a subtle sweetness and warming Cajun spice kick. Notes of paprika, garlic, onion and black pepper are balanced with gentle Cajun heat and a tangy tomato barbecue twist with a peppery finish. Like all crisps in Fairfields’ range, they are vegan-friendly and gluten-free. The company also champions a sustainable approach, growing its own potatoes and then seasoning, cooking and packing all its crisps on-site. This farm-to-bag process enables the team to oversee production at every stage, aiming to ensure consistent high quality. The new flavour was selected with help from the brand’s Secret Crisp Committee, a panel of ‘crisp enthusiasts’ recruited from across the UK earlier this year. Successful applicants taste-tested a shortlist of unreleased flavours, sharing feedback on each and casting their vote, with the Cajun Barbecue flavour emerging as a ‘clear favourite.’ Robert and Laura Strathern, co-founders of Fairfields Farm, commented: “Our new Cajun Barbecue flavour is all about bold, layered taste, combining smoky barbecue richness with a warming Cajun spice blend. Launching it as our first ever ridge-cut crisp makes it even more exciting, as the deeper cut really holds the flavour and delivers an even bigger crunch.” The seasonal flavour will launch in 150g sharing packs, described as ideal for summer sharing occasions such as barbecues and picnics. It will be available through wholesalers, select retailers and online for a limited time.

As food-tech enters a more disciplined phase, investors are shifting away from hype-led disruption and towards businesses with clear commercial traction, stronger unit economics and scalable solutions. In this exclusive interview, Martin Davalos, partner and head of food-tech at McWin, shares his view on the 2026 investment landscape, where capital is flowing and the technologies he believes could shape the next phase of growth across the food system. How would you describe the current food tech investment landscape in 2026? The market has gone through a necessary correction. Capital is selective, but that is a feature, not a bug. We are backing fewer companies, with greater emphasis on commercial traction, capital efficiency and credible paths to scale. What I find encouraging is that the clean-up has happened faster than many expected. The ecosystem today is more disciplined and more interesting for growth-stage investors like McWin. Valuations are rational, terms are structured and the companies still standing have earned their place. The froth is gone. What remains is real. What are you looking for most when deciding whether to back a food tech start-up today? Three things, non-negotiable. First, a genuine pain point inside the food system, not a trend, not a narrative. Second, commercial evidence: real customers, repeat demand, gross margins that hold at scale and a founder who understands their unit economics as well as their technology. Third, defensibility, whether that comes from IP, data ownership, deep workflow integration, or embedded customer relationships that are not easily replicated. The companies we back at McWin typically sit at the intersection of all three. If one is missing, we pass. Are there any areas of food-tech that are getting a lot of attention from investors at the moment? Attention has moved upstream, away from consumer-facing disruption and toward enabling infrastructure, which is where many FoodBev readers are already operating. The strongest interest is in functional ingredients, food-as-medicine platforms, AI-driven ingredient discovery and precision fermentation with clear commercial applications. We are also seeing capital flowing into foodservice digitalisation: software and transaction infrastructure that modernises how food is ordered, distributed and paid for. And there is growing focus on supply-chain resilience: technologies that reduce labour dependence, lower input volatility, or give food manufacturers credible alternatives to structurally pressured commodities like coffee, cocoa and eggs. With agri-food, are there particular challenges that make agri-focused start-ups harder to fund? AgTech is structurally harder to fund, and for good reasons. Adoption cycles are longer, field validation takes time and the end customer, whether a farmer or a food manufacturer, operates to an unforgiving ROI threshold. They will adopt when a solution demonstrably saves money, improves yield or reduces regulatory burden. Not before. Add hardware or operational components and the capital intensity climbs quickly. That said, when the value proposition is well-grounded, AgTech can build durable businesses. We are constructive on precision application and input efficiency, solutions tied directly to farmer economics and regulatory pressure rather than discretionary demand. Ecorobotix is a useful example: precision spraying that materially reduces chemical use without asking the farmer to take a commercial leap of faith. How important is it for start-ups to show a clear path to profitability early on? It is the single most important shift in how we evaluate companies today. Growth at any cost is no longer a credible investment case. Founders do not need to be profitable on day one, but they need to show that profitability is structurally achievable: what the gross margins look like at scale, what the payback period on customer acquisition is, how capital-intensive the growth actually is. The companies winning deals today are the ones that can separate ambition from wishful thinking. That is one of the reasons we focus on growth-stage businesses. The technology risk is lower, the unit economics are visible, and the conversation about profitability is grounded in real data rather than assumptions. Alternative proteins were a big focus a few years ago. How do you see that space now? It went through a necessary reset, and the sector is better for it. Too much capital chased broad disruption narratives before cost parity, manufacturing scalability and genuine consumer demand were established. Today the space is more realistic and, in my view, more investable. The stronger opportunities are no longer in generic meat replacement, but in targeted applications where the technology addresses a real formulation or supply-chain challenge: functional fermented proteins, precision-fermented ingredients with specific industrial use cases and cultivated meat companies focused on process economics rather than category positioning. The category is not over. It is maturing from storytelling to engineering, and for manufacturers already working in this space, that shift should feel familiar. Are there any emerging ideas or technologies you think deserve more attention? Three areas worth highlighting. First, the convergence of AI and biology, particularly in ingredient discovery, bioactive identification and biomanufacturing optimisation, where the computational leverage is beginning to have real industry impact. Second, GLP-1-linked nutrition: as these therapies reach a broader market, there is a growing need for companion products built around protein quality, satiety, gut health and metabolic wellness, a category that barely existed two years ago, and one that food manufacturers are well-placed to address. Third, commodity inflation hedging through ingredient or platform innovation, solutions that give food companies structural alternatives to coffee, cocoa, sugar and eggs, which face extended supply pressures. These are not hype themes. They are structural problems the food industry needs to solve. Anything else you think our readers should know more about? One thing I would push back on is the instinct to frame food-tech primarily as a consumer story. The most consequential innovation right now is deeper in the stack, in ingredients, agricultural efficiency, supply-chain infrastructure and food system software. The companies building durable value are the ones making the food system more resilient, healthier and more economically efficient. For the manufacturers, suppliers, and operators who make up FoodBev’s readership, that is not an abstract investment thesis, it is the competitive terrain they are already navigating.

US President Donald Trump has announced that he will remove tariffs on all whisky imports from the UK, giving a welcome boost to distillers in Scotland and Northern Ireland. President Trump made the announcement yesterday (30 April 2026) following King Charles III and Queen Camilla’s four-day state visit. In a post shared on his Truth Social platform, Trump said that he would remove all tariffs and restrictions on whisky “in honour of” the King and Queen’s visit, and improve Scotland’s ability to work with the Commonwealth of Kentucky on whiskey and bourbon. Though his post focused on the Scotch whisky industry, US Trade Representative Ambassador Jamieson Greer later confirmed that this preferential duty access applies to all whisky produced in the UK. Whisky distilled in the Republic of Ireland will remain subject to the standard 15% import tariff on goods from the EU. Mark Kent, chief executive of the Scotch Whisky Association, described the move as a “significant boost” for the industry in its most valuable export market. He commented: “Distillers can breathe a little easier during a period of significant pressure on the sector. We are hugely grateful for the sustained efforts on both sides of the Atlantic.” Kent noted that industry stakeholders, and UK and Scottish governments, have “worked tirelessly” to return zero-for-zero tariff trade for whisky and bourbon in recent months, adding that the relationship between the Scotch whisky and American whiskey industries will be “reinvigorated” by the announcement. “While challenges in our sector remain, we can now redouble our efforts to boost the benefits our two great industries bring to communities across Scotland and the US,” Kent concluded.

SternVitamin is set to launch a new longevity premix, SternVita Longevity, at Vitafoods Europe 2026 in Barcelona. The premix is designed for adults aged 25+ and targets three areas: cellular function, physical function and cognitive function. It has a grapefruit-yuzu flavour developed by OlbrichtArom. For cellular function, the formulation includes B vitamins, vitamin C, pantothenic acid, selenium and coenzyme Q10 to support energy metabolism and reduce oxidative stress. For physical function, it contains vitamins D3 and K2, calcium and magnesium for bone and muscle support, along with vitamin C for immune function and taurine for cardiovascular support. For cognitive function, it includes vitamins B6, B12 and folic acid for nervous system support, magnesium to reduce fatigue, green tea extract for antioxidant support, and coenzyme Q10 and taurine for brain energy metabolism. The premix follows a single daily serving format under its 'Active Years – Daily Formula' concept. The launch marks SternVitamin’s 20th anniversary. The company has also introduced a new website, logo and brand design.

The use of GLP-1 receptor agonist drugs, such as semaglutide (commonly known by brand names Ozempic and Wegovy) has surged across global markets in recent years. The US is primarily driving acceleration, with around 12% of adult consumers estimated to be using the medications for weight loss in the country, while roughly 1.6 million adults in the UK (nearly 3% of the population) used them for weight loss as of early 2026. The effects of this rise in usage on the global F&B industry are already noticeable, with analysts observing trends in reduced calorie consumption and grocery spending. GLP-1 (glucagon-like peptide-1) drugs were originally approved for treatment of type 2 diabetes. They work by mimicking the body’s natural GLP-1 hormone, stimulating insulin release and regulating blood sugar. Due to their appetite reduction and craving suppression effects, these drugs have increasingly been used for weight management purposes in recent years. According to Lucas Ferreira, a senior analyst for Latin America Food, Beverages and Agribusiness at JP Morgan, GLP-1 treatments are projected to lead to an annual revenue reduction of $30-55 billion by 2030-2034 for the food and beverage industry. And with upcoming developments in 2026 including the expiration of patents in several markets, as well as the introduction of oral medications (rather than injectables), analysts expect growth to accelerate further this year. For this roundtable feature, we asked key players across the food and beverage industry the question: Are GLP-1 drugs a genuine long-term disruption or simply the latest health hype cycle? With uptake rising fast, what does this mean for the future of food and beverage and how should the industry respond? Karel Thurman, portfolio director at Beneo The rise of GLP-1 drugs is reshaping the nutrition landscape. They don’t change the fundamentals, but they do change the type of nutritional and lifestyle support needed in each stage of the weight loss journey. While GLP-1 therapies may be here to stay, many consumers continue to pursue weight management through natural approaches. In both cases, the need for high-quality diets remains essential, and functional ingredients have a crucial role to play. Key aspects like appropriate protein and fibre intake to support digestive health, hydration, nutrient-dense smaller portions, glycaemic impact and metabolic health have long underpinned successful weight management. Now more than ever, informed consumers want products that go beyond calorie reduction, creating new opportunities for manufacturers to rethink their formulations. At Beneo, we take a holistic approach, emphasising the role of plant-based proteins and prebiotic fibres, as well as low glycaemic carbohydrates that stimulate GLP-1 release naturally, promoting fat burning and supporting blood sugar management. Elizabeth Horvath, VP marketing, Kerry North America & Global Accounts Vivien Sheehan, VP regional business development, Kerry North America Elizabeth Horvath GLP-1s are not just a fad, they represent a disruptive technology accelerating a long-term shift toward nutritional efficiency. The combination of rising penetration, declining prices, new oral dosage formats and global expansion signals a sustained, long-term shift in how consumers will eat, shop and manage their health. Kerry’s proprietary research of over 2,600 US adults confirms that this movement is quickly shifting from niche to norm, and is already reshaping grocery and foodservice behaviours. As ‘food noise’ decreases and appetite shrinks, the bar for every bite gets higher. Consumers are pivoting toward nutrient-dense, high-protein and fibre-forward options in smaller, convenient formats that satisfy without feeling heavy. Vivien Sheehan The food and beverage industry response shouldn’t simply be ‘diet’ rebrands, but smarter innovation that addresses new sensory sensitivities – such as aversions to certain textures or increased sensitivity to sweet and salty notes. Tolerability remains a key barrier, with gastrointestinal-related side effects creating meaningful whitespace for companion products that support adherence – such as solutions for digestive comfort, microbiome support and micronutrient replenishment. Ultimately, the food and beverage industry winners will be those who provide high-quality, clinical-adjacent nutrition without sacrificing the pleasure and ritual of eating. This disruption is here to stay; what will evolve is how precisely we nourish people throughout their journey. And this doesn’t just apply to those on the medication – households and brands will adapt to new occasions and expectations. Those who win will treat GLP 1 as a catalyst for better-for-you, better-tasting innovation at scale for all. Renee Leber, food science and technical services manager, Institute of Food Technologists GLP-1 use, now increasingly discussed within Nutrient‑Stimulated Hormone Therapies (NuSH), continues to rise globally driving increased interest from both consumers and companies. Together with former GLP-1 users who maintain certain lifestyle traits, these dynamics require brands to closely monitor consumer needs and evolve alongside their consumers as they move through different stages of this journey. As a result, food and beverage formulation discussions are increasingly inclusive of products that account for reduced appetite and its impact on product design, portion size and nutrient delivery. Foods developed for GLP‑1 users commonly emphasise protein, fibres associated with fullness and digestive support, and plant‑based ingredients such as allulose and fenugreek that are being explored for their potential role in a healthy appetite and metabolism. These products also often include vitamins and minerals, such as B vitamins, magnesium and vitamin D, to help make smaller portions more nutritionally complete. There is growing interest in prebiotics, probiotics and postbiotics, reflecting increased attention to gut health and digestion. Discussion around future innovation includes nutrient‑dense small‑format foods and functional beverages that support hydration and micronutrient delivery, underscoring the importance of meeting consumers where they are while adapting to their changing needs over time. Annabel Twinberrow, analyst at Agriculture and Horticulture Development Board (AHDB) Only 4.1% of Great Britain’s households are currently taking GLP-1 medications according to Worldpanel by Numerator, but there is clear potential and expectation that this will increase. Looking at the more mature US market, Gallup Health reported in October 2025 that 12.4% of American adults are now using injectable GLP-1 medications for weight loss, with uptake increasing rapidly. With almost two-thirds of adults in England classified as overweight and more than a quarter as obese (in 2023/2024), the potential market is significant. However, only 14% of people surveyed by IGD in January 2026 said they would try injections for weight loss. We understand that GLP-1s are an expensive option and aren’t yet widely available or affordable. There is also emerging evidence of weight gain after stopping the medications, meaning that future barriers to growth could emerge. With the current evidence, we can expect that uptake in the UK will continue to increase as policy shifts, accessibility increases and new variants of the drug emerge, including oral options. This creates opportunities for the food and drink industry to adapt. Providing nutritionally complete, convenient and pre-packed dairy options with attention to portion size. Mike Hughes, head of research and insight at FMCG Gurus GLP-1 medication use is on the rise across the globe, with 17% of people last year saying they are using it to some extent – a figure that will undoubtedly have grown since. The use of such medication creates opportunities for the food and drink industry in terms of the need for products to cater for more nutrient-dense, fewer-calorie diets and to manage side effects amongst users and ex-users. It is worth noting that these products will appeal to those not necessarily using medication, such as those with reduced appetites or suffering from muscle erosion. These products could also have a positive impact if they help challenge perceptions around adequate portion control. There will also be an opportunity for products seen to encourage GLP-1 stimulation naturally. While these opportunities exist, brands must proceed in an ethical manner: remember that this is a medical nutrition product, rather than a mass market offering. Brands shouldn’t be seen to be encouraging people to use such medication unnecessarily as a quick fix solution. This is particularly true as younger people are most likely to be using the medication and least likely to be satisfied with the results, creating the risk of historical problems whereby the industry could be perceived as putting pressure on younger people to ‘look good.’ This could set back improved credibility and transparency in the overall wellness market over the last couple of decades considerably. Jacqueline Van Schaik, lead nutritionist at Fonterra GLP-1 medications are here to stay. While they’ve been used clinically for decades, their recent expansion into weight management marks a meaningful shift in how obesity is treated, with real implications for the food system. The question is not whether GLP-1s will have an impact on the food and beverage industry, but how portfolios should evolve in response to changing consumer needs. Early insights around how GLP-1 use shapes long-term food preference and behaviors are consistent. Users report reduced tolerance for very sweet or fatty foods and a greater preference for simpler, more natural options, alongside higher-protein choices. People often opt for smaller, more frequent portions with high nutrient density, where protein and fibre, alongside essential micronutrients, play a critical role. Supporting people during their GLP-1 journey is only the starting point. Focusing on how foods naturally influence satiety, hormone release and metabolic health is also important, not just for those using medication, but for people transitioning off treatment or pursuing weight management without drugs at all. We see this as an opportunity to lead with nutrition, functionality and trust, designing products that support healthier lifestyles across a much wider consumer base. Domini Town, head of product at Food Nutrition Partners As widespread use of GLP-1s continues, it’s difficult to understand how this will affect long-term behaviour. A recent study from the University of Oxford suggests that around half of GLP-1 users discontinue use within 12 months. In addition, stopping use could cause people to regain weight faster than compared to using behavioural weight loss programmes. This could lead to more people in future deciding to use GLP-1 drugs longer-term, especially as more studies emerge about their long-term safety, but the opposite could also happen. Right now, the fact remains that this drug is disrupting the market. We’ll likely see the ‘maturity curve’ hit its peak quite soon and in 2026, users are far more aware of the way they need to adapt their diets to ensure they’re not missing out on important nutrients – even if their portions are smaller. When something as simple as a yogurt is elevated with high protein and functional benefits, for example, its value increases significantly for this audience because it delivers purpose, not just calories. Shopping patterns are also evolving. For many people, grazing is replacing the traditional three-meals-a-day structure, and staples are being reformulated into more functional formats. Although overall volume may decrease, value can rise as consumers invest in products that support their health, with nutritional benefit taking priority over sheer quantity. For manufacturers, the opportunity lies in targeted, evidence-based innovation. This isn’t about offsetting lost sales – it’s about building a scalable model that supports consumers’ nutritional needs through both weight loss and maintenance. Clearer labelling, both in-store and online, will be critical to help shoppers identify suitable options and navigate the category with confidence. Education must underpin everything. With so much nutrition ‘noise’ on social media and in the news, the industry has a responsibility to communicate clearly and avoid exploiting vulnerable consumers. GLP-1 is transforming the market, and by focusing on nutritional density, product clarity and genuine consumer needs, we can shape the category in a positive and sustainable way.

Functional drinks and supplements brand Neutonic has raised $6 million at a $60 million valuation as it steps up expansion across the UK and US retail markets. Founded in 2023 by Chris Williamson, James Smith, Luke Betts and Shan Hanif, the brand has sold more than 7.5 million cans and is on track to exceed $25 million in revenue this year. The company reported revenue doubling between 2024 and 2025 and is forecasting a further threefold increase into 2026, driven by growth in both direct-to-consumer and retail channels. The brand is now present in over 10,000 retail outlets globally and is expanding further into mainstream grocery and specialist retail. In the UK, Neutonic is rolling out into 500 Sainsbury’s stores this month as part of the retailer’s meal deal offering. It already lists in Ocado, Morrisons Daily, Booths and more than 1,200 Motor Fuel Group forecourts, as well as gym chains including Fitness First and Everlast. In the US, the brand is stocked in GNC, The Vitamin Shoppe and Central Market, with wider grocery distribution expected later this summer. The company positions itself within the growing functional drinks and nootropics category, targeting focus, mental clarity and sustained energy as an alternative to traditional energy drinks. The funding round included backing from Alan Barrett, alongside UK investors Ollie Marchon and Ross Edgley and US investors Dan Martell, Codie Sanchez, Nomit Shah and Zach Ranen. Gym King founder Jay Parker joins as a special advisor. Existing investors also increased their stakes. James Smith said the funding will support expansion in the UK and US, as well as entry into Australia, alongside increased hiring and distribution growth. Chris Williamson commented: “We have always felt there was space for a product that better reflects how people want to perform today. Retail appetite has been incredibly encouraging and this funding allows us to accelerate from a strong base.” Harry Cotgrove, VP of Neutonic, added: “Neutonic combines research-backed nootropics at effective dosages with a truly flavour-first approach, positioning us to lead the fast growing category. Lack of focus and productivity are increasing challenges across a wide range of consumers and caffeine alone is not sufficient to solve them." "Neutonic is built to address this, and this raise gives us the ability to scale that vision faster, bringing the product to more consumers and embedding it into daily routines at a much larger scale.’’

Emmi Caffè Latte is rolling out a new Protein Chocolate Cappuccino alongside wider Tesco expansion as it targets growth in the £364 million ready-to-drink iced coffee category. Emmi Caffè Latte Zero From week commencing 11 May, the new 330ml Protein Chocolate Cappuccino will launch nationwide in Tesco, alongside the brand’s Emmi Caffè Latte Zero 370ml entering the Tesco Meal Deal for the first time. According to Emmi, the Protein Chocolate Cappuccino is positioned in the growing functional dairy segment, where protein drinks are up 53.3% year on year. It contains 7.8g of protein per 100ml and is made with hand-roasted arabica beans, fresh Swiss milk and protein concentrate rather than ultra-processed isolates. The launch forms part of the brand’s wider 'Be Ready' campaign, which includes TV, out-of-home advertising across UK cities, digital and social activity, and shopper marketing. Experiential activity will include a branded van visiting high-footfall locations such as city centres, train stations and sporting events. Georgia Lightbody, senior brand manager at Emmi Caffè Latte, said: “Bringing Emmi Caffè Latte Zero into the Tesco Meal Deal is a significant step for the brand, allowing us to reach shoppers at scale with a no-added-sugar option that appeals to consumers looking for a healthier option". "At the same time, our new Emmi Caffè Latte Protein Chocolate Cappuccino taps into growing demand for functional, on-the-go formats. Backed by strong investment across TV, OOH and digital, we’re focused on driving trial and reinforcing Emmi Caffè Latte as the go-to for an on-the-go refreshing energy boost throughout the day.” Emmi Caffè Latte Zero 370ml will have an RRP of £2.95, while the Protein Chocolate Cappuccino 330ml will retail at £2.50.

Beyond Meat, otherwise known as Beyond The Plant Protein Company, has announced the US roll-out of a new buffalo sauce-flavoured Beyond Chicken Pieces variant. The new variety, launching into over 2,000 Kroger stores, follows the launch of Beyond’s Chicken Pieces. Original at major retailers with a revamped, clean-label recipe last year. According to Beyond, the Spicy Buffalo Pieces offer the same taste and nutritional profile as the Original product, with the spicy flavour of cayenne pepper-based buffalo sauce. The pieces contain 21g of plant-based protein and 130 calories per serving, with just 0.5g of saturated fat from avocado oil. Both varieties are made with Non-GMO Project-standard ingredients, Beyond confirmed, as well as being the first plant-based chicken alternatives to be certified by the Clean Label Project. They are pre-cut and can be cooked from frozen, designed for convenient addition to a wide range of dishes including stir-fries, salads, pastas, tacos, wraps and bowls. Ethan Brown, founder and CEO of Beyond Meat, said: “The introduction of Beyond Chicken Pieces Spicy Buffalo at Kroger stores nationwide marks an exciting expansion of our chicken portfolio”. He added: “The product is the latest output of our strategy to provide consumers with an industry-leading portfolio of clean and delicious offerings”.

Packaging specialists Amcor, Metsä Group and G Mondini have collaborated on a new fibre-based tray system, tailored for protein and chilled ready meal applications. The system combines a lightweight barrier liner and top web, aiming to accelerate the move toward sustainable, fibre-based packaging. It will be debuted at European packaging trade show Interpack in Düsseldorf, Germany, from 7-13 May 2026, where it will run live on G Mondini’s Trave Streamline machine. Amcor said it worked closely with G Mondini to ensure ‘seamless machine performance’ for meat and food producers. Engineered to protect perishable foods and extend shelf life, Amcor noted that its AmFiber tray and film combination responds to ‘rising consumer confidence in more sustainable materials.’ The solution aims to deliver a distinctive packaging format that enhances shelf appeal and supports environmental commitments. The tray is designed using Muoto, a novel moulded fibre packaging solution developed by Metsä Group’s innovation company, Metsä Spring. It offers a recyclable solution based on renewable wood sourced from northern forests, complemented by Amcor’s range of advanced barriers and top-web films to address different product applications. The solution is designed to reduce plastic use while prolonging shelf life, and can include convenience features such as microwaveable, oven-suitable and easy-peel options. Ilya Syshchikov, Amcor’s vice president of Global Fiber, said: “High-performing packaging requires a fully integrated system, where every element, from tray and barrier liner to top web and machinery, works seamlessly together”. “By collaborating with Metsä Group and G Mondini, we are creating a complete packaging solution that simplifies implementation, addresses customer challenges and helps brands focus on delivering exceptional products.”

The Italian competition authority has issued a €23.3 million fine to three leading private label savoury snack manufacturers in the country, finding that they breached competition laws. The three companies – Amica Chips, Pata, and Preziosi Food – were found to have participated in an anti-competitive market-sharing agreement in relation to the supply of savoury snacks manufactured for large-scale retailers. In a media release, the regulator – Autorità Garante della Concorrenza e del Mercato (AGCM) – described the agreement as a ‘single, complex and continuous market-sharing cartel’ involving supply of snacks sold through private label retail networks, by coordinating their respective commercial strategies. Amica Chips was fined €8.2 million, Pata €7.6 million and Preziosi €7.5 million. However, the authority confirmed that it granted Pata and Amica Chips a reduction in fines in light of evidence they provided, which was described as ‘significant’ in establishing the infringement. It also agreed on a settlement procedure that enabled a further reduction in fines for all three companies, marking the first time such a procedure has been used in the country since the law’s inception. The case highlights the increasing scrutiny over anti-competitive practices within private label F&B, with leading manufacturers in the space often taking a significant share of the market through deals with multiple retailers. Private label has increased its value share significantly in recent years as demand rises for lower-cost alternatives to branded products, driven by food inflation and improved quality of retailers’ own-branded product lines. More from FoodBev on the private label market: Exclusive: The evolution of private label – from teenage imitator to fully fledged professional Exclusive: When copycats cross the line – What Smucker’s lawsuit means for private-label products Research: European consumers embrace private labels amid rising living costs

Allison Cullman Hydration, despite its universal importance, is widely understood, yet inconsistently practiced. This disconnect signals a broader shift in consumer needs, creating a clear opportunity for the food and beverage industry to move away from complexity and toward simplicity. Allison Cullman, SVP of marketing at Hint Water, explores how in 2026, the brands that succeed will be those that reframe hydration not as a task to optimise, but as an experience that feels natural, enjoyable and easy to sustain. Wellness has never been more visible or more complex. Consumers today are surrounded by products, protocols and promises designed to optimise everything from energy to longevity. While this explosion of innovation reflects growing interest in health, it has also created friction. As the wellness landscape becomes more complicated, wellness increasingly feels crowded, prescriptive and difficult to sustain, leaving even the most foundational behaviours feeling harder than they should be. Hydration is a clear example. Most consumers understand the importance of drinking enough water, yet consistency remains a challenge across demographics and lifestyles. This gap is not driven by a lack of education, but by experience. When hydration feels uninspiring, overly instructional or disconnected from daily life, it is easy to deprioritise – even when intentions are strong. Hydration made simple In this environment, the opportunity for the food and beverage industry is to simplify. Water is, and always has been, the original form of wellness. It is universal, accessible and essential. The path forward is to reconnect consumers with hydration in a way that feels intuitive, realistic and enjoyable. When hydration feels instinctive rather than effortful, it becomes easier to repeat. And when it becomes repeatable, it becomes a habit. This shift has meaningful implications for category growth as we look toward 2026. Historically, much of hydration innovation has been anchored in performance-driven moments: workouts, recovery, endurance or optimisation. While these use cases are valid, they represent only a small portion of how and when people actually drink water. Most hydration happens in unstructured moments: between meetings, during commutes, alongside meals or throughout the workday. Products designed for everyday hydration must align with those realities. As wellness culture evolves away from extremes and toward sustainability, hydration is increasingly being reframed as something to support rather than optimise. Consumers are looking for accessible and attainable ways to stay hydrated and feel good. In this context, 'hydration for everyone' is a key growth strategy. It recognises that the largest opportunity lies in helping more people drink water more consistently – not by asking them to try harder, but by making the experience more inviting. Make water great again Unsweetened flavoured water has emerged as a meaningful response to this shift. By enhancing the sensory experience of water without adding sugar, sweeteners or functional additives, this segment helps bridge the gap between intention and behaviour. Flavour, when handled with restraint and accuracy, supports hydration rather than distracting from it. For consumers who find plain water boring or easy to overlook, unsweetened flavoured water offers a way to drink more water without compromising simplicity. Advances in natural flavour science have expanded what is possible in this space. Today, brands can deliver highly expressive flavour profiles using plant-derived flavours and fruit essences alone. These flavours can evoke familiarity and enjoyment, bright citrus, ripe fruit or even nostalgic experiences reminiscent of frozen treats, while preserving the integrity of water itself. For consumers, this makes hydration more appealing. For manufacturers, it demonstrates how experience-driven innovation can coexist with clean labels, ingredient restraint and formulation transparency. Design and sensory signalling play an increasingly important role in whether hydration feels approachable or forgettable. Visual cues, packaging clarity and flavour expectation shape perception before the first sip. When these elements are aligned, water feels intuitive to choose. When they are not, even high-quality products can struggle to earn repeat use in a crowded category. As water becomes more experience-driven, brands must think beyond formulation alone and consider how the entire system, from product to packaging to portfolio, supports everyday behaviour. In a mature category like water, differentiation rarely comes from doing more. Instead, it comes from doing the right things consistently. That means being intentional about what is included, what is left out, and how those decisions show up across the brand. Simplicity, when executed thoughtfully, becomes a strategic advantage, rather than a limitation. How to level up hydration As wellness culture becomes more cluttered, brands that simplify rather than amplify will be best positioned to drive long-term growth. Hydration for everyone does not mean lowering standards or diluting innovation. It means designing products and systems that respect real behaviour, prioritise consistency and make everyday wellness feel achievable. The future of hydration will be shaped less by how much more water can do, and more by how effortlessly people can return to it, again and again. As the category continues to evolve, bringing hydration back to basics, in a way that feels fresh, enjoyable and aligned with modern life, will be the key to sustained growth.

According to reporting by the Financial Times, global private equity company KKR is exploring a sale of its Flora Food Group business, with a potential valuation of up to $10 billion. Citing a source close to the sale process, FT reported that the US-headquartered capital firm is currently working with investment bankers on the potential divestment. KKR acquired Flora Food Group (formerly Upfield) from Unilever in 2017, in a deal worth €6.8 billion. Previously Unilever’s spreads business, Flora focuses predominantly on dairy alternatives, particularly plant-based margarines. Its portfolio includes a range of household names including Flora, Becel, I Can’t Believe It’s Not Butter! and Bertolli. The Dutch company changed its name to Flora Food Group in 2024 to reflect its ‘evolved purpose,’ aligning with a shift back to being a fully plant-based brand following the removal of dairy ingredients from its Flora Buttery product. However, according to the FT report, the company is adding dairy ingredients back into some products following a consumer shift back toward traditional butter and high-protein dairy, with sales of plant-based spreads dropping by 10% in 2025 according to the Good Food Institute. Flora Food Group is an international leader in the plant-based spreads category, as well as in cream and non-dairy cheese products under brands such as Elmlea and Violife. It operates in around 100 countries, with its global headquarters based in Amsterdam, the Netherlands. In March this year, the company announced the sale of its Latin American operations to Alicorp, a major F&B player across South America with headquarters in Peru. FoodBev Media has reached out to Flora Food Group and KKR for comment on the reports. Top image: © Flora Food Group