Health is agreed. Demand isn’t. Who really shapes what sells?
From Health to Habit: Who decides what actually sells?
Thursday 5th February 2026
10:00am – 11:00am | Online
Across food, health is no longer controversial. Directionally, alignment exists. What remains contested is how health actually shows up in baskets, menus and core ranges – and why progress remains uneven.
Food businesses are investing heavily in healthier products, reformulation and nutrition strategy. Yet demand is fragile and slow to scale. Some categories break through. Others stall. Many sit in a risky middle ground: healthier on paper but not winning commercially.
That's why we're bringing leaders and experts from across the food system to tackle a simple but uncomfortable question:
Why does health still struggle to move from niche to mainstream - and who really shapes what consumers choose?
You’ll hear perspectives spanning farming, brand, nutrition, hospitality, policy and technology, including: Tim Parton (Arable Farmer, Green Farm Collective) Alex Stewart (CEO & Co-founder, PACK'D Ltd), Ellie Bain (Nutritionist, ISS), Dan Mazig (Founder, Cerve) and Katherine Pittore (Head of Policy & Communications, Access to Nutrition initiative)
Together, they’ll examine where demand is genuinely being built, where it’s being assumed and where businesses are exposed if core portfolios don’t shift fast enough.
The focus is practical: commercial levers, real consumer behaviour and system constraints. It's not another debate about whether health matters.
Why businesses are attending this event
Future Food Movement members value practical insight into how people really make decisions about food. This session helps members understand the barriers to healthier demand and how other businesses are responding.
Clarity on why health stalls at niche and what actually drives mainstream uptake
Insight into where demand is being shaped versus assumed
A clearer view of portfolio risk if health remains peripheral
Practical language to use internally when aligning commercial, nutrition and sustainability teams
Confidence on where to focus effort now, not just ambition
If health is part of your strategy, this conversation matters. Join us.
Not a member but would like to come? Email hello@futurefoodmovement.com