I wonder how many people, beyond the relatively small circle of those who work in the food industry, realise how extraordinary the UK is in leading the way in food innovation, infrastructure, and the development of new food brands.
In typical British fashion, we rarely shout about our international success. Yet this leadership – fuelled by a blend of creative ingenuity, a robust regulatory environment, a competitive business landscape, and strong intellectual property protections – has allowed NPD to thrive. And we are winners because of it.
European hub
The UK has emerged as a major hub for food innovation in Europe. Our strength lies in a broad ecosystem of startups: UK-based companies attract over 10% of global agrifood tech investments, amounting to £1.36bn annually.
There are plenty of other strong markets, too. Not surprisingly, the US remains a powerhouse in food and drink innovation. It’s supported by a large consumer base – over 60% – willing to try new products. However, despite global health trends, UPFs remain prevalent. These foods – chosen for their convenience, taste, and long shelf life – still make up a sizeable portion of American calorie intake.
Across Europe, there are wide-ranging differences in food innovation focus and future direction. France, for example – despite its strong culinary tradition – is experiencing a marked shift towards fast food.
Denmark, meanwhile, has successfully reshaped its national diet through the Danish Whole Grain Partnership, a public-private initiative launched in 2008. This effort has doubled national wholegrain consumption to 82g per day, the highest per capita in Europe.
Beyond Europe, South Korea is emerging rapidly as a food innovation leader. Through strategic culinary diplomacy, it is expanding its worldwide footprint of Korean cuisine.
In an unexpected turn, South America is leading the charge on healthy food reform. Brazil has revolutionised its dietary guidelines by advising citizens to “always prefer natural or minimally processed foods”. This represents a radical shift from traditional nutrient-based recommendations to a focus on food processing levels.
The fact is, the entire world is in a rapidly evolving nutritional landscape. A successful food brand in the future will need to do a lot more than just taste good – it will have to strike a smart balance between innovation, integrity, and impact.
Innovation, integrity, impact
The UK is a key player in the global clean-label movement, with particular strengths in plant-based innovation, ingredient reformulation, and consumer engagement.
That’s important, given consumers increasingly want to know who is behind the food they eat and why it exists. Brands with a clear mission and compelling origin story will stand out. Transparency around sourcing, labour practices, and production processes will be non-negotiable.
The best brands will master a healthy but delicious sweet spot: nutrient-dense, gut-friendly or low in UPFs, but still crave-worthy. Shoppers are scrutinising ingredient lists like never before, meaning successful brands will need to stick to short, recognisable ingredients with functional or nutritional purposes.
At the same time, sustainability will not just be a ‘nice to have’ – it will be central to consumer choice. This will include regenerative agriculture, carbon-neutral supply chains, zero-waste packaging, local sourcing and more. And it will be less about being strictly vegan or carnivorous – instead, it will be about versatility, with brands that cater to plant-forward eaters as well as protein-curious omnivores.
As someone who has spent their entire career in the food industry, I am confident and excited that the UK is uniquely positioned to play a leading role in the global evolution of food and food brands. Our importance is only set to grow, and we will continue to punch well above our weight.
David Milner, executive chairman at Crosta Mollica
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