Policy News:
Making plant-rich diets the norm

The UK is at a pivotal moment in reshaping its food system, and a new report by The Food Foundation, Green Alliance, and The Good Food Institute lays out a compelling roadmap. Titled Low Hanging Fruit, the report presents a robust case for policy interventions that could make plant-rich diets the norm rather than the exception.

Public appetite for change is growing. Nearly 40% of UK adults—and over half of under-35s—intend to eat more plant-based foods. Yet barriers like cost, availability, and marketing bias continue to steer consumers toward less healthy, less sustainable options. The report argues that the government must step in to level the playing field.

Recommendations

One of the most urgent recommendations is the introduction of mandatory public reporting by large food businesses on health and sustainability metrics. This would not only drive transparency but also incentivise innovation and investment in healthier food offerings. Voluntary schemes, the report notes, have largely failed to deliver meaningful change.

Advertising reform is another cornerstone. With 36% of food ad spend going to unhealthy products and just 2% to fruit and veg, the report calls for restrictions on junk food marketing and greater investment in campaigns like “Eat Them to Defeat Them,” which has already boosted vegetable consumption among children.

The report also highlights the need to update the Eatwell Guide to reflect environmental impacts, expand public procurement standards, and close loopholes in HFSS (high fat, salt, sugar) regulations—particularly those that still allow multibuy deals on processed meats.

On the production side, the authors advocate for a national horticulture strategy and a £30 million innovation fund to support UK-grown plant-based foods. They also call for fairer supply chains, stronger trade standards, and VAT reforms to make sustainable choices more affordable.

Conclusion

In short, Low Hanging Fruit offers a pragmatic, evidence-based policy pathway to transform the UK’s food environment—one that supports public health, environmental goals, and economic resilience. The time to act is now.

References

The Food Foundation, Green Alliance, The Good Food Institute. Low Hanging Fruit: A policy pathway for boosting uptake of plant-rich diets – Technical Report. 28 April 2025. Available from: LHF Technical report final_0.pdf.