Why food firms are scrambling to cut down on ingredients
Consumers are demanding cleaner, simpler foods — and the food industry is listening.
Food manufacturers and retailers across the UK are making big changes to meet rising demand for low-ingredient, minimally processed foods. This movement is gaining traction fast, especially with growing public concern over ultra-processed foods (UPFs) and their impact on health.
Shoppers Like Kerry Clayton Drive the Demand
For Kent-based Kerry Clayton, food shopping isn’t easy. With personal allergies to gluten, citrus, and tomato, and a son who avoids dairy and wheat, she has to carefully select products each week from multiple stores.
So when Marks & Spencer (M&S) launched its Only range in March — foods made with six or fewer ingredients — it was a game-changer.
“It’s a dream for families like ours,” Kerry said. “Low-ingredient food is hard to find, and this makes things much easier.”
Even with higher prices (e.g., £2.50 for M&S’s cornflakes vs 90p for standard), consumers with allergies or dietary restrictions are willing to pay for peace of mind.
The Shift Towards Fewer Ingredients
The trend toward fewer ingredients is not just about allergies — it’s also about public perception of what’s healthy. Since the release of “Ultra-Processed People” by Dr Chris Van Tulleken in 2023, concerns over ultra-processed food have surged.
But what exactly counts as ultra-processed? That remains hotly debated.
Retailers Respond to Consumer Concerns
Matthew Hopkins, founder of IND!E, a platform that helps small food and drink brands enter big-name stores, has seen a 40% increase in retailer interest for simple-ingredient products.
“Consumers are now reading labels. They want foods made from ingredients they recognize,” said Hopkins, who works with retailers like Ocado, Selfridges, and John Lewis.
Plant-Based Brands Take Note
Even plant-based meat companies are adjusting. Brand THIS recently launched a Super Superfoods line featuring whole food ingredients like beans, seeds, and mushrooms.
Luke Byrne, THIS’s innovation and sustainability director, says while their products are classified as UPF, their nutritional value remains high — rich in protein and fibre, low in sugar and saturated fats.
“The UPF label doesn’t reflect the real health benefits of our food,” Byrne explains.
Experts Weigh In on the UPF Debate
Not everyone agrees with the direction of this trend.
Dr Laura Wyness, a registered nutritionist, criticizes the M&S Only range for removing fortified nutrients that benefit public health.
“Shorter ingredient lists don’t always mean healthier. We need nutrient-dense, fortified foods, especially in plant milks and cereals.”
Dr Jibin He, a food scientist at Teesside University, argues that processing helps ensure food safety, extend shelf life, and reduce food waste — all crucial to feeding a growing population.
“Tofu may be labeled ultra-processed, while red meat isn’t — but tofu is more sustainable and healthy in many ways.”
Simplifying Doesn’t Mean Sacrificing Quality
Dr He advises brands to rethink product formulas:
- Eliminate unnecessary ingredients.
- Use modern food technologies for better nutritional retention and shelf life.
- Prioritize function and simplicity.
Marketing Will Be Key
As more brands simplify ingredients, justifying the higher cost through branding and education will be essential.
Take 3Bears, a porridge brand backed by footballer Harry Kane. Their oat cinnamon loops contain just seven ingredients and retail for £3.99 (250g). That compares to M&S’s five-ingredient hoops at £2.50 and Waitrose’s 22-ingredient version at £1.25.
“Fewer ingredients mean harder processes and higher costs,” says co-founder Caroline Nichols.
Not Every Brand Feels the Pressure
Some sectors, like confectionery, remain largely unaffected by the UPF backlash. Brands like Little Moons, known for its mochi ice cream with 30+ ingredients, continue to thrive globally.
Marketing head Ross Farquhar says emulsifiers and stabilizers are necessary for shelf stability.
“Unless we all start making ice cream at home, processed ingredients are here to stay — especially in treats.”
The Future of Clean-Label Foods
The demand for clean-label, low-ingredient foods is reshaping the food landscape. But experts warn against oversimplification. Nutrition, not just processing, should remain the focus.
As brands continue to innovate, and consumers become more informed, the future may hold smarter, healthier options that strike a balance between simplicity, nutrition, and sustainability.
Key Takeaways
- Ultra-processed food concerns are fueling demand for simpler products.
- Major brands and retailers are creating low-ingredient product lines.
- Not all processed foods are unhealthy — context and nutrition matter.
- Simplified formulas often come at a higher price, but for many, the benefits are worth it.
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