What healthy food standards mean for UK food manufacturers

Food manufacturers sit at the centre of this change. In this blog, we break down what the standards mean in practice, how they affect manufacturing and marketing, and where businesses can find opportunity in a shifting regulatory landscape.

Why healthy food standards matter now

Healthy food standards are a key part of the government’s wider effort to tackle rising obesity and diet-related illness across the UK. The aim, set out in long-term NHS plans, is simple: make the healthy choice the easy choice.

As highlighted in a previous blog, a major part of this approach includes new advertising restrictions on “less-healthy” foods, due to come into force in January 2026. These rules will ban TV advertising for less-healthy food and drink products before the 9pm watershed and completely restrict paid-for online advertising. The goal is to reduce exposure to foods high in fat, sugar and salt – particularly among children.

For food manufacturers, this means more than meeting nutritional targets. It also affects how products are positioned, promoted and brought to market. Together, healthy food standards and tighter advertising rules signal a clear shift: products that don’t align with healthier eating goals may face growing limitations.

Reformulation and innovation

One of the most immediate impacts of healthy food standards is product reformulation. Many manufacturers are already exploring ways to reduce salt, sugar and saturated fat while maintaining taste, texture and quality.

This might involve:

• Ingredient substitutions
• Portion size changes
• New processing techniques or technologies

While reformulation can be challenging, it also opens the door to innovation. Brands that get it right can strengthen consumer trust and position themselves as leaders in healthier food production, not just compliant suppliers.

Supply chain and production changes

Meeting healthy food standards often requires a wider look at operations, not just recipes. Manufacturers may need to rethink:

• Sourcing – choosing more nutrient-dense ingredients.
• Supplier partnerships – working together to develop healthier inputs.
• Production processes – investing in technology that supports consistency and scale.

Those willing to adapt early may benefit from smoother compliance, stronger retailer relationships and a more resilient supply chain.

Marketing, consumer expectations and competitive advantage

Health-focused shopping is now mainstream. Consumers are paying closer attention to labels, ingredients and nutritional value, and they expect transparency.

Clear communication around healthier products, combined with alignment to healthy food standards, can help manufacturers stand out. As retailers and foodservice operators respond to government guidance on healthier promotions and ranges, suppliers with reformulated or nutritionally improved products will be better placed to secure listings and shelf space.

Challenges to keep in mind

While the shift towards healthier food presents clear opportunities, there are challenges too:

• Cost pressures from reformulation and supply chain changes
• Consumer acceptance, where taste and price still matter
• Evolving regulation, requiring flexibility and ongoing awareness

Manufacturers that engage early and plan ahead are more likely to stay competitive and avoid being caught out by last-minute changes.

How Hellenic Systems can help

The move towards healthier food standards marks a long-term change in how food is produced, marketed and regulated in the UK. For food manufacturers, staying ahead means embracing smarter, more efficient ways of working.

At Hellenic, we support food manufacturers with solutions designed to improve operational resilience and prepare for future regulation. Chat to us today to find out more about our solutions and how we can help you adapt to changing requirements, optimise your processes and stay competitive in a fast-moving industry.