Danone North Europe has called on the UK government to work more closely with industry, NGOs and health professionals to provide consumers with a clearer definition of healthy food, as ministers prepare to consult on widening the scope of foods classified as high in fat, salt and sugar (HFSS).
The appeal comes amid growing uncertainty around forthcoming changes to the UK’s nutrition classification system, following publication of an updated Nutrient Profiling Model (NPM) by the Department of Health and Social Care on 27 January.
Originally developed by the Food Standards Agency in 2004–05 to guide advertising policy, the NPM categorises food and drink as either “healthier” or “less healthy” based on a scoring system. Since 2007, products classed as less healthy have been restricted from being advertised directly to children, with the model later forming the basis of wider legislation including the Less Healthy Food Advertising Regulations and the Food (Promotion and Placement) Regulations.
In 2018, Public Health England (now the Office for Health Improvement and Disparities) led extensive work to create a modified version of the NPM that better reflects current dietary guidance. As part of the NHS 10 Year Health Plan, the government is now progressing with publication of this updated model, alongside technical guidance.
A consultation is expected later this year to gather views on how the revised NPM should be applied across existing policy, potentially impacting HFSS classifications used in advertising, promotion and in-store placement.
Danone warned that further changes risk adding to shopper confusion and undermining years of reformulation work by manufacturers, with everyday products such as fruit yogurts and bran cereals potentially being reclassified from “healthy” to “unhealthy” despite their nutritional value.
The company’s call is backed by findings from its inaugural Consumed: Nutritional Behaviour Index, which surveyed 5,000 UK adults and 200 dietitians and nutritionists. The research found that two thirds (66%) of consumers want the government to take a more active role in supporting healthier food choices, while 91 per cent of dietitians and nutritionists believe shoppers are overwhelmed by conflicting nutrition information.
Gen Z was highlighted as a particular concern, with 19 per cent using TikTok as their primary source of health and nutrition information, despite only 18 per cent trusting the platform.
Price remains one of the most important factors influencing purchasing decisions, alongside sugar (30%), salt (24%) and fat (22%). Encouragingly for retailers and suppliers, almost two thirds of consumers (64%) said they support reformulation efforts, recognising that current guidelines help them make healthier choices.
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 per cent of our products are non-HFSS.”
He added: “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.”
Danone also highlighted what it describes as a growing “processing paradox”, pointing to confusion around the term Ultra-Processed Foods (UPFs). While HFSS guidelines focus on levels of fat, salt and sugar, UPF has become widely used by media and influencers despite having no universally agreed definition and not forming part of government policy.
Although 72 per cent of consumers view processed foods as unhealthy and 47 per cent actively avoid them, 45 per cent still seek products with added benefits such as protein or fibre – which typically require some level of processing. Meanwhile, 88 per cent of dietitians and nutritionists said most people do not understand what UPFs are.
Niamh Brannelly, head of nutrition and science communication at Danone North Europe, said: “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.”