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Health on Your Plate: Navigating UPFs, PFAS and the Future of Healthy Eating


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Healthy eating has never been higher on the consumer agenda, as confirmed by a recent Deloitte’s report, but achieving it is becoming increasingly complicated. From the prevalence of ultra-processed foods (UPFs) to growing concerns around PFAS (Per- and polyfluoroalkyl substances) contamination, the barriers between informed choices and genuinely healthy outcomes are tightening. This evolving landscape presents a critical challenge — and a major opportunity — for brands and innovators to deliver safer, cleaner and more transparent solutions that consumers can trust.

In this article, we spotlight three key domains where innovation is accelerating: PFAS and packaging contaminants, UPFs – reformulation and transparency under public pressure – and functional foods with targeted health claims.

 

Why PFAS is a growing Food Industry risk

Concerns about PFAS (the so-called ‘forever chemicals’) have moved from niche regulatory discussions into mainstream debate. Contamination can occur across the value chain — from production (contaminated feed, soil, water), to processing (non-stick coatings, production water), and packaging (grease-proof wrappers, trays, takeaway containers). PFAS are highly persistent and linked to health issues including cancer, thyroid and liver problems, and abnormal foetal development.

Regulations are tightening: the EU will ban PFAS in food-contact packaging from 2026, while U.S. states like California and New York have already introduced restrictions. With thousands of PFAS compounds and differing regional definitions, manufacturers face rising liability, consumer scrutiny, and potential market bans. A wave of innovations across the value chain is emerging to address this.

  • Notpla, winner of the Earthshot Prize in 2022, has developed seaweed-based, biodegradable packaging and coatings that are naturally grease-resistant without synthetic PFAS (and plastic-free!) — already adopted by several major foodservice chains like Compass Group (through its Levy UK & Ireland division) and Just Eat (in Europe).
  • Rocol, a global food lubricant manufacturer, has recently announced that its entire FoodLube range — used on chains, bearings, slides, and other mechanisms in food environments — is now completely PFAS-free. The new formulations are expected to prevent approximately 425 kg of “forever chemicals” from entering the environment each year, while maintaining full performance.
  • Swiss start-up Oxyle has developed catalytic destruction technologies that permanently eliminate a wide range of PFAS, including short- and ultra-short chain compounds. Its modular systems use foam fractionation, photochemical reduction, and real-time monitoring to achieve up to 99.8% removal, often reducing concentrations below detection limits. For food and beverage manufacturers based where water sources are contaminated, often near sites such as airports, fire stations or military installations, Oxyle offers a scalable, energy-efficient, and regulatory-compliant way to mitigate PFAS contamination and safeguard water quality.

These developments point to a future where PFAS-free food and beverages aren’t just a regulatory requirement but a brand differentiator, with detection technologies and material innovation advancing hand in hand.

 

UPF Transparency and Ingredient Innovation

Ultra-processed foods (UPF) now contribute a very large share of daily caloric intake in many markets (58% and 57% in the US and UK, respectively). Yet mounting epidemiological evidence links high UPF consumption to obesity, chronic disease and adverse metabolic outcomes. Regulators and NGOs in many regions are pushing for front-of-pack labelling, marketing restrictions, and even taxes aimed at UPFs.

For manufacturers, UPF criticism represents reputational, regulatory and market risk. To respond, companies are pressured to reduce additives, boost “clean label,” and articulate meaningful nutritional value—without compromising shelf life, texture or cost.

Startups tackling ultra-processed foods (UPFs) are focusing on two main approaches: creating healthier versions of processed foods or encouraging consumers to choose whole foods over UPFs. Examples include:

  • Modern Baker: this UK start-up is developing ‘healthy UPFs’ that are designed to be nutrient-dense, with products like the SUPERLOAF bread, which aims to improve blood glucose and gut health. Hovis is their first licensee, with the wider pipeline targeting biscuits, sweet bakery, breakfast cereals, ready meals and beverages – all ultra-processed categories currently under scrutiny.
  • Zoe: This nutrition app created a “Processed Food Risk Scale” to help consumers distinguish between healthier and more harmful UPFs based on their energy intake, palatability, and additives.
  • Ozempic maker, Novo Nordisk, has also invested in an AI project focused on creating non-UPF vegan meat alternatives. The AI4NaturalFood initiative seeks to create plant-based alternatives that retain more of their natural composition, use less energy and water, and avoid the extensive refining associated with many current meat substitutes.

The UPF debate is likely to shape reformulation priorities for years to come — with data transparency and ingredient innovation becoming core to competitive strategy.

 

Functional Foods with Targeted Health Claims

As the market for generic “wellness” products matures, the next wave of growth is focusing on specific, evidence-based health benefits. Euromonitor innovation leaders are exploring women’s health, menopause, cognitive ageing, and microbiome function as high-potential segments. The most promising innovations are those that combine credible science with tailored formulation and clear communication.

  • XOXO Soda is a UK-based prebiotic soda start-up. Its products are 100% plant-based, gluten-free and certified vegan, low in sugar and calories, and each can contains 6g of prebiotic fibre. The company has secured a place in the highly competitive “meal deal” fixtures in both Co-op and Sainsbury’s, and has recently closed a new £4m investment round.
  • HotTea Mama offers herbal teas and hot chocolate to alleviate specific symptoms. Their mission is to support periods, pregnancy, parenthood and perimenopause with functional teas, produced with the lowest possible impact on the environment. Founded in 2017, they now sell over 2 million tea bags a year and are the number 1 women’s tea for pregnancy on Amazon UK.
  • On the corporate side, Danone, whose Activia brand was one of the early leaders in the gut health space, continues to invest heavily in microbiome science to develop targeted probiotic and functional food products. Supported by tools such as AI and DNA sequencing, the company focuses on incorporating prebiotics, probiotics, and postbiotics into its portfolio to promote gut health, strengthen the immune system, and enhance overall well-being.

Functional foods are moving from broad claims to precision benefits, and this shift is reshaping how products are formulated, regulated and marketed — opening new opportunities for partnerships between start-ups, corporates and research institutions.

 

Conclusion

Consumers will continue to demand healthier choices — but their definition of “healthy” is evolving. Success will depend on an industry-wide shift toward cleaner processing, safer systems and more open communication, supported by the right scientific and technological partners.

At Strategic Allies Ltd (SAL), we work with global FMCG manufacturers to bridge the gap between consumer expectations and technological reality. Through technology landscaping, market insight and partner scouting, we help our clients:

  • Understand emerging science, regulation and disruptive technology
  • Identify breakthrough solutions beyond their immediate ecosystem
  • Source credible partners and innovators who can deliver impact at scale
  • Accelerate decision-making and de-risk innovation strategy

In a climate where trust and transparency are becoming the new competitive currency, navigating this landscape requires speed, breadth and confidence — and that is exactly what our network and methodology provide.

If you’re exploring ways to reduce reliance on UPFs, eliminate PFAS, or unlock the next generation of healthier, safer products, our team would be delighted to help. Get in touch with John Allies (john@strategicallies.co.uk) or Sophie Graves (sophie@strategicallies.co.uk) to discuss how SAL can support your innovation journey.