Upcoming campaign launch set to reshape diets

The UK food system is on the brink of a major supply and demand event. While the official campaign name and full details remain under embargo until tomorrow, a nationally funded, high-profile initiative focused on drastically increasing consumption of a single, highly beneficial food category is set to go live.

The campaign’s ambitious goal is to double UK consumption of this ingredient by 2028, and momentum is already building with firm commitments from major industry players.

The campaign has already secured “Keen Pledges” from across the food system that translate into guaranteed volume growth for the trade, which amount to a potential game-changer.

The goal to move consumption beyond existing habits forces manufacturers to rapidly innovate. New product development is needed across ingredient lines, plant-based alternatives, prepared meals, and foodservice solutions inspired by global cuisines (Mexico, India, Spain).

This food group is a triple win — it’s 4.5 times cheaper than other plant-based meats, rich in protein, and vital for increasing fibre intake (a necessity, as only 4% of UK adults get enough fibre). Products highlighting these benefits will immediately resonate with budget-conscious and health-aware consumers.

The digital component, created by Ark Agency and working with social media influencers and chefs, will drive direct consumer engagement, creating immediate pull-through demand for specific products and recipes across all channels.

The Food Foundation and partners, including Veg Power, say they are launching this campaign tomorrow to address critical national challenges: soaring diet-related disease, increasing food prices, and climate change.

The trade is being called on to join the “Keen Pledgers” by committing to serving and selling more of this ingredient. So, prepare your supply chains, accelerate your product development, and get your marketing teams ready — the consumer shift begins tomorrow.

Rodney Jack, editor, Food & Drink Technology.

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