Danone urges UK Government to define ‘healthy food’ amid HFSS shake-up

Danone North Europe is calling on the UK Government to establish a consistent definition of “healthy food” as policymakers prepare to consult on widening the scope of products classed as high in fat, salt and sugar (HFSS).

The dairy and nutrition business warns that changes to the UK’s nutrition classification system could create further uncertainty for shoppers and potentially reclassify everyday foods such as fruit yogurts and bran cereals from ‘healthy’ to ‘unhealthy’, despite their nutritional value.

The company is urging policymakers to work with industry, NGOs and health professionals to ensure future regulation builds on reformulation progress rather than undermining it.

Consumers overwhelmed by conflicting nutrition advice

Danone’s intervention comes as new research from its inaugural report, Consumed: Nutritional Behaviour Index, highlights widespread confusion among consumers about what constitutes a healthy diet.

The study of 5,000 UK adults and 200 dietitians and nutritionists found that two thirds (66 percent) of consumers want the Government to take a more active role in supporting healthier food choices.

At the same time, 91 percent of dietitians and nutritionists agree consumers are “overwhelmed” by conflicting nutrition information.

The findings are particularly concerning among Gen Z, with 19 percent using TikTok as their primary source of health and nutrition information, despite only 18 percent saying they trust the platform.

Danone North Europe argues that shifting definitions now could send mixed signals to consumers, especially after significant investment across the food sector to reduce fat, salt and sugar in products.

James Mayer, President of Danone North Europe, said:

While the NHS 10-year plan rightly places a greater emphasis on the link between good nutrition and better health outcomes, we’re concerned other recent policy proposals, once implemented, may add to consumer confusion.

Industry has invested heavily in product reformulation – reducing fat, salt, and sugar to offer consumers healthier choices at the checkout. If those same products are suddenly reclassified as ‘unhealthy’, it undermines that effort and sends mixed messages to consumers.

At Danone, we are committed to providing health through food and are proud that we’ve worked to ensure over 90 percent of our products are non-HFSS.

We encourage the Government to work with industry, NGOs and health professionals to ensure current and future policies build on progress, not slow it down it.”

Price remains one of the strongest drivers of purchasing decisions, alongside concerns over sugar (30 percent), salt (24 percent) and fat (22 percent). Encouragingly, 64 percent of consumers support reformulation efforts, recognising that current guidelines help them make healthier decisions.

The processing paradox

Danone also points to growing confusion around terminology such as “UPF” (Ultra Processed Food), which is widely used by media and influencers despite having no universally agreed definition or basis in government policy.

The company notes that 88 percent of dietitians and nutritionists believe most people do not understand what UPFs are.

While 72 percent of consumers view processed foods as unhealthy and 47 percent actively avoid them, 45 percent still seek products with added benefits such as protein or fibre, which require some level of processing.

Niamh Brannelly, Head of Nutrition and Science Communication, added:

Focusing on the amount of processing, rather than a product’s nutritional value, is creating unnecessary confusion. Products enriched with fibre, protein, vitamins, and minerals play an important role in a balanced diet and shouldn’t be categorised as ‘unhealthy’ alongside those high in added fats and sugars.

By not providing clear and consistent advice grounded in nutritional value, we risk making it harder for consumers to make healthier choices. It is important that we work across industry to deliver policy and advice that makes it easy for consumers to distinguish healthier foods.”