The company’s appeal is grounded in fresh research from its inaugural Consumed: Nutritional Behaviour Index report. Surveying 5,000 UK adults alongside 200 dietitians and nutritionists, the findings reveal that a substantial majority of consumers feel overwhelmed by conflicting information about what foods are truly healthy. Two-thirds (66%) want the government to play a more active role in supporting healthier choices, while 91% of nutrition professionals say consumers are inundated with mixed nutrition messages.

Danone argues that current policy discussions focused on HFSS classifications risk undermining years of industry efforts to reformulate products by reducing fat, salt and sugar. Without universally accepted definitions, everyday foods such as fruit yogurts or wholegrain cereals could be mislabeled as “unhealthy,” despite their valuable nutrient contributions. Price, sugar, salt and fat remain top purchase factors for consumers, with 64% supporting reformulation initiatives that improve product quality.

A central point of contention is the term “ultra-processed foods” (UPFs). While widely used in media and by influencers to describe unhealthy products, Danone highlights there is no universally agreed definition — a gap that 88% of nutrition experts say leaves most people unclear about what UPFs really are. Meanwhile, 72% of consumers view processing as inherently negative, even though 45% still seek foods with added benefits like protein or fibre, which often require some processing.