Consumer eating habits are changing faster than ever.
Fuelled by a stream of media coverage, new Government legislation, and a wave of health influencers, the term “ultra-processed foods” (UPFs) has firmly entered the public consciousness.
Shoppers are becoming more aware of the risks hiding in plain sight on supermarket shelves – and they’re scrutinising the ingredients lists on food packaging more than ever before. Data shows over 19 million shoppers have already abandoned UPFs, with a further 9 million planning to do so.
It’s undeniable, that the UPF movement is already impacting food and drink brands – but amid this shift, could the key to success lie not necessarily in reformulation and NPD, but in storytelling?
As consumers get savvier and more sceptical of brands’ marketing claims, authenticity has become the greatest differentiator. Shoppers are not only paying closer attention to ingredients lists, they are also paying attention to brands’ values and the stories behind the products.
Today’s shoppers are looking for real food, real provenance, and real stories. They want food that’s not only good for them, but that feels good to buy. To deliver that, brands need storytelling to help consumers understand who makes their products, why they’re made that way and how they fit into their lifestyle.
Whether it’s a small, artisanal producer sharing the story of their founder’s journey, or an international brand spotlighting its suppliers, storytelling moves beyond simply providing information into something more meaningful. Facts inform, but stories connect, and it’s this connection that ultimately builds trust and loyalty.
Brands that use storytelling to bring their mission, ethics, and craftsmanship to life can reclaim the narrative around processing itself – reframing it as a sign of innovation or care, rather than something to fear.
In an age of scepticism, brands that speak with sincerity will be the ones that earn their place in consumers’ shopping baskets.
If you want to explore the impact of UPFs and the clean eating trend on F&B brands check out our in depth UPF report here.
