The UK government, supermarkets and food manufacturers are collaborating to address obesity by encouraging the integration of healthier options into consumer purchases.
The initiative is a component of the upcoming “10 Year Health Plan” and aims to shift the nutritional quality of the average shopping basket by setting new benchmarks for large retailers, including supermarkets.
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The broader plan intends to overhaul health services and improve national well-being, ensuring the National Health Service’s (NHS) long-term viability.
Health and Social Care Secretary Wes Streeting stated: “Obesity has doubled since the 1990s and costs our NHS £11bn a year – triple the budget for ambulance services. Unless we curb the rising tide of cost and demand, the NHS risks becoming unsustainable.”
Under the new government plans, major food companies will be required to disclose sales data on healthy food items, fostering transparency and promoting better dietary choices.
The government will establish targets that enhance the nutritional value of food sales UK-wide, in collaboration with the Food Strategy Advisory Board.
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By GlobalDataBusinesses will have the flexibility to meet the established health standard in a manner that best suits their operations.
The companies can “reformulate products and tweak recipes, changing shop layouts, offering discounts on healthy food or changing loyalty schemes to promote healthier options”.
Major investors have indicated a willingness to increase funding for healthier products if these receive adequate promotion from retailers.
Supermarkets are generally supportive of offering healthier options but are concerned about potential financial impacts unless there is industry-wide participation. The proposed standard seeks to eliminate competitive disadvantages for early adopters.
Streeting added: “Our brilliant supermarkets already do so much work for our communities and are trying to make their stores heathier, and we want to work with them and other businesses to create a level playing field.
“Through our new healthy food standard, we will make the healthy choice the easy choice, because prevention is better than cure.”
A recent survey conducted by Public First showed that 81% of participants think companies prioritise profit over public health.
The survey, which gathered responses from 2,000 adults, was conducted on behalf of Action on Smoking and Health (ASH), the Alcohol Health Alliance and the Obesity Health Alliance.
Only 26% of respondents trust companies to be truthful about the health effects of their products. 74% expressed a desire for the government to prioritise public health above business growth.
Which? food policy head Sue Davies stated that its research indicates a consumer demand for retailers to aid in healthier decision-making.
According to Which? findings, 60% of consumers are in favour of the government setting health targets for supermarkets.
Davies stated: “Mandatory food targets will help to incentivise retailers to use the range of tactics available to them to make small but significant changes – making it easier for people to eat a balanced diet and lead healthier lives.”
In February 2025, the government declared that new advertising restrictions will be implemented nationwide from 1 October on food and drink products that are less healthy.
