Transparency and Transformation in Food as Medicine

We believe real transformation begins when nutrition and health work together as a system, not as isolated silos. Transparency in food as medicine shone through at The International Food and Drink Event (IFE) 2025. A panel discussion called Food as Medicine: Transforming Health through Nutrition got people talking about changing our food system and how we view health.

Judi, our Senior Account Manager, gathered valuable insights from the session. These insights show the challenges we face and create an opportunity for collaboration and transparency in nutrition and health communications.

A Sobering Snapshot of Today’s Food Landscape

British food journalist Sheila Dillon, from BBC Radio 4’s The Food Programme, set the stage by highlighting our current challenges:

• Normalisation of Processed Foods: Ultra-processed foods (UPFs) are now a big part of our diets, from school meals to everyday snacks. Relying on UPFs may be driving consumers to seek medical and pharmaceutical solutions for lifestyle issues instead of focusing on preventive care.
• Rising Health Concerns: Obesity has almost doubled in the last 30 years, with one in four year 6 children aged 10-11 now considered obese¹. With 5-year-olds becoming shorter² and type 2 diabetes rising in children and young people, indicators of a deeper crisis are clear.
• Dependence on UPFs: UPFs account for around 70% of what British teenagers food choices³. This reliance is damaging their health and puts pressure on healthcare systems to handle chronic issues as they age.

This clear need calls for a joined effort in responsible nutrition and health messaging. One that is evidence-based and can cut through misleading claims and health washing, the practice of misleading consumers with exaggerated or unverified health claims for marketing purposes. Offering transparency in food as medicine rather than diluting the authenticity of nutrition messaging and eroding public trust.

A Panel’s Roadmap for a Healthier Future

Accompanying Sheila, the expert panel featured industry thought leaders:

• Andrew Hunt – Co-Founder & CEO, Aduna Superfoods
• Laura Tilt – Dietitian, Field Doctor
• Louis Bedwell – Business Unit Lead, Future Food Movement

They collectively identified five key areas essential for driving change:

1. Policy and Regulation

The panel stressed that current regulations favour multinational corporations profiting from consumers who choose cheap, ultra-processed ingredients. To improve public health, we need stricter policies. These measures will redefine industry standards and provide a framework for brands to communicate their nutritional benefits honestly, helping to reinforce transparency in food as medicine and counteract health washing.

2. Education and Upskilling

Empowering industry leaders with knowledge is key. Educating decision-makers about the risks of UPFs and the benefits of nutrient-dense foods is key, from boardrooms to shop floors. Initiatives like Sainsbury’s leadership programs and strategy sessions hosted by the Future Food Movement are prime examples of how upskilling can encourage responsible and accurate messaging.

3. Innovation

The UK is renowned for its innovative spirit, though the food industry often falls short in execution. Embracing innovation means rethinking not only product development but also communication strategies. By prioritising quality, sustainability, and true nutritional value over mere convenience and cost-cutting to create more trustworthy messages.

4. Investment

Meaningful change demands investment. Not only in breakthrough ideas but also in the infrastructure and education required to bring these ideas to life. Financial support is key for growing solutions that change consumer habits and industry practices. It also helps keep messaging credible and compliant.

5. Collaboration

Lasting change can only be achieved through collaboration. The only way to achieve sustainable and systemic change is through collaboration among policymakers, businesses, educators, and consumers across all sectors. By unifying communication across nutrition and health, the right balance can be struck between persuasive yet compliant storytelling.

Consumer Power

The panel noted a big change: consumers want more transparency and authenticity from trusted brands. Retail giants like M&S and Waitrose are now actively seeking brands that focus on:

• Quality: Genuine commitment to superior nutritional value.
• Health: Evidence-based benefits that are clearly and accurately communicated.
• Regenerative Practices: A dedication to sustainable and environmentally friendly agriculture.

Consumer behaviour is changing. This shift is reshaping the industry. Brands are moving away from ultra-processed foods. They are focusing more on health-promoting options. In nutrition communications, ensuring that messaging remains accurate, transparent, and compliant is paramount.

The Power of Culinary Medicine and Indigenous Wisdom

The Enduring Value of Tradition: Andrew Hunt from Aduna Superfoods reminded us that the term “superfoods” are often overhyped in marketing. Their real value comes from clear and proven health benefits. Ingredients like baobab, moringa, and cacao have been trusted for over a century. So-called superfoods foods can serve as components of a whole diet, contributing to overall nutrition rather than acting as an isolated magic bullet.

Culinary Medicine in Practice: Building on this traditional foundation, culinary medicine offers a modern approach by bridging clinical nutrition with everyday cooking. Culinary Medicine UK is a community interest company that offers evidence-based, interactive modules to tailor nutrition advice to diverse patient needs, ensuring care remains individualised and patient-centred.

Innovative Nutrition Programmes: Translating these educational insights into real-world impact, Field Doctor and Perci Health have partnered to launch a food and care programme that supports healthy eating among breast cancer survivors. The initiative delivers clinician-approved meals alongside a breast cancer-specific educational programme. The aim is to reduce recurrence risk by improving key health metrics and empowering survivors to make sustainable, nutritious lifestyle choices.

Bringing Transparency in Food as Medicine

The key takeaway from IFE 2025’s Food as Medicine discussion is clear. Our health is intrinsically linked to what we eat, and meaningful change will come from a unified approach. Changing how we communication about nutrition and health is key. We need to move from divisive views to a more integrated approach. This is important as we overcome challenges like misinformation, health washing, and unclear regulations.

At HRS, we can offer transparency in food as medicine by transforming these insights into actionable strategies, ensuring that our clients’ communications remain both persuasive and credible.

References

1. Stiebahl, S. (2025). Obesity Statistics. [online] UK Parliament. Available at: https://researchbriefings.files.parliament.uk/documents/SN03336/SN03336.pdf. (Accessed on 27th March 2025)
2. Office for Health Improvement & Disparities (2024). Obesity Profile: statistical commentary, November 2024. [online] GOV.UK. Available at: https://www.gov.uk/government/statistics/obesity-profile-november-2024-update/obesity-profile-statistical-commentary-november-2024. (Accessed on 27th March 2025)
3. ‌‌Chavez-Ugalde, Y et al. (2024). Ultra-processed food consumption in UK adolescents: distribution, trends, and sociodemographic correlates using the National Diet and Nutrition Survey 2008/09 to 2018/19. [online] Eur J Nutr; 17 Jul 2024; Available at: https://doi.org/10.1007/s00394-024-03458-z