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My British-made soft drink is a perfect replacement for the high sugar energy drinks (rightfully) facing an U16s ban. It is affordably priced and vegan certified (so fitting the food trend). We don't need VAT lowered to be price competitive on shelf. We even offered 40%+ margins to buyers. The problem is that, especially in snacks and soft drinks, buyers have grown accustomed to big marketing budgets, ski holidays, "tailored" market research from category captains etc. which SMEs will not / cannot match. We will never really move the needle w.r.t. customer health unless we change fundamentally the buying & listing decision-making process.