In Brussels, World Obesity Day sparked a wide‑ranging debate on how the EU should tackle rising obesity rates, with MEPs showcasing diverging views on improving Europeans diets. While some continue to focus on front-of-pack labels, others look at the role of ultra-processed foods or unhealthy food advertising as areas to further regulate. Meanwhile, the Council of the EU and the European Parliament struck a long‑discussed deal on the so‑called “veggie burger ban”. While not banning the terms “burger” or “sausages” on plant-based foods, the extension of the list has sparked industry and NGO backlash over innovation and consumer clarity. .
Beyond food terminology, a broad coalition of businesses and civil society is urging the Commission to introduce Extended Producer Responsibility for food waste, warning that without dedicated funding the EU risks missing its 2030 targets. Meanwhile, new consumer insights point to a familiar challenge: while Europeans want to eat healthier, affordability and trust still shape what ends up in the basket.
From obesity policy to alternative protein labelling, food‑waste initiative, and UK–EU regulatory alignment, this edition breaks down what food and nutrition businesses need to watch across the European market.
The Whitehouse Food & Nutrition Team
Policy and regulatory developments
European Parliament debates how best to tackle obesity through prevention measures
Marking World Obesity Day on 12th March, the European Parliament held a wide ranging debate with Commissioner Wopke Hoekstra on how the EU should strengthen the prevention and treatment of obesity, an issue increasingly framed as both a public health and social equity challenge. MEPs used the debate to spotlight a series of policy levers that could reshape the food environment, including measures with direct relevance for the sports nutrition and wider food sector.
MEP Tomislav Sokol (EPP, Croatia) reiterated calls for harmonised frontofpack nutrition labelling, while Romana Jerković (S&D, Croatia) and Tilly Metz (Greens, Luxembourg) pressed for tighter rules on the marketing of unhealthy foods, particularly to children. Others focused on affordability and access: Vlad VasileVoiculescu (Renew, Romania) stressed that healthier choices remain out of reach for many consumers, while Marc Jongen (ESN, Germany) pointed to the combined impact of ultra processed foods (UPFs) and sedentary lifestyles, arguing for greater investment in sports facilities.
Responding, Commissioner Hoekstra underscored the urgency of tackling childhood obesity and emphasised that coordinated action will be essential to deliver the forthcoming Safe Hearts Plan. The debate signals sustained parliamentary pressure for stronger EU-level prevention policies, such as marketing restrictions, but also nutrition labelling, setting the stage for renewed legislative discussions in the next mandate.
Council of the EU and European Parliament reach agreement on “veggie burger ban”
This month, the Council of the EU and the European Parliament reached an agreement to update rules governing the use of meat-related terms to limit their use on plant-based and cell-based meat products. Under the deal, 31 terms, including “steak”, “beef”, “chicken”, “ribs” and “bacon”, would be reserved exclusively for conventional meat, preventing their use for alternative proteins. However, terms such as “burger”, “sausage” and “nuggets” would remain allowed.
Although EU negotiators present the measure as promoting transparency and fair competition, particularly for livestock farmers, it has sparked significant debate. German Agriculture Minister Alois Rainer has criticised the restrictions as unnecessary, arguing that consumers already understand that plant-based products do not contain meat. Industry stakeholders warn that the rules could hinder innovation and reduce consumer choice. Consumer groups, including BEUC, similarly argue that claims of consumer confusion are unfounded and caution that limiting terminology may restrict access to healthier, affordable alternatives.
These concerns echo a December letter to the European Commission, signed by UK MPs and Sir Paul McCartney, warning that such bans could confuse consumers, undermine climate objectives and slow the growth of the alternative protein sector. With EU-UK SPS negotiations ongoing, the EU’s approach is likely to affect UK labelling requirements through dynamic alignment, potentially affecting regulatory autonomy and the domestic plant-based industry. The agreement still requires formal approval by both institutions.
A business-civil society group coalition calls for the introduction of EPR to tackle food waste
A growing coalition of businesses, municipalities, waste operators, and civil society groups urged the European Commission on 12th March to introduce Extended Producer Responsibility (EPR) for food products as part of the upcoming EU Circular Economy Act. Their message is blunt: without a dedicated funding mechanism, the EU will struggle to meet its legally binding food waste targets.
Although EU rules require separate collection of food waste and aim for a 50% reduction by 2030, only 26% of food waste is currently collected separately, a gap the coalition attributes to chronic underinvestment. Drawing on findings from a 2026 study by the Bio-based Industries Consortium and Zero Waste Europe, the group argues that food producers should contribute financially to prevention, collection, and treatment systems. An EPR scheme, they say, would ease pressure on municipal budgets, accelerate nutrient recovery for the bioeconomy, and reduce environmental impacts across the value chain.
Crucially, it would also create a more level playing field by linking producer responsibility to the true cost of managing food waste. Signatories, including Zero Waste Europe, the European Biogas Association, and Safe Food Advocacy Europe, frame EPR not as a penalty, but as a necessary tool to unlock progress where voluntary measures have stalled.
EIT Food consumer report highlights role of affordability and familiarity in food choice
This month, the European Institute of Innovation and Technology (EIT) Food Consumer Observatory published their EIT Food Trust Report 2026, providing new pan-European insight into how consumer attitudes are shaping sustainable diets. Drawing on survey data across 18 countries, the report finds a clear intention-action gap, where over half of Europeans want to eat healthier, yet affordability, habits and limited trust in the food system remain key barriers to change.
A key insight is that health remains the dominant driver of food choice, with sustainability rarely acting as a primary motivator, suggesting that consumers do not reject sustainable diets, but rather deprioritise them when they conflict with affordability or familiarity. Additionally, declining trust in food systems and confusion over reliable information continue to hinder adoption of sustainable diets, reinforcing the report’s core message that consumer trust is a prerequisite for behavioural change in food systems.
For businesses, shifting diets will depend less on promoting sustainability in isolation, and more on aligning products with health, affordability and simplicity. According to the EIT, building trust through transparency and consistent messaging is critical to influencing consumer choices and enabling wider adoption of sustainable diets.
Food for thought
This month, the UK government finally released long-awaited guidance on the legislation covered by the EU-UK Sanitary and Phytosanitary (SPS) agreement – an announcement that has landed with a mix of relief and apprehension across the food sector. While the update answers many of the questions food business operators have been asking since the EU-UK reset was agreed, it also underscores the scale of change ahead for UK manufacturers whose regulatory landscape has slowly drifted from the EU’s since 2021.
The scope of alignment is extensive. It spans general food law, food information to consumers, nutrition and health claims, food additives, flavourings, novel foods, food supplements, and the addition of vitamins and minerals. It also reaches into agri-regulatory areas such as biocides, plant protection products, official controls, animal feed additives, and adjacent areas such as food contact materials. The government’s stated ambition is clear: reduce border certification requirements and stimulate economic growth by smoothing trade.
For businesses, however, the practical implications are significant. Companies should prepare for new labelling and compositional requirements, and in some cases, full reformulation. Certain ingredients authorised in the UK – such as monacolin K from red yeast rice or titanium dioxide – are no longer permitted in the EU. The CBD sector has already sought concessions, prompting early clarifications from the FSA.
In the short term, industry has been invited to contribute to a call for information on support and guidance needs, open until 23rd April. But the longer-term picture is more complex. Dynamic alignment with future EU rules will require sustained attention to Brussels’ policymaking, at a time when UK regulatory capacity is constrained by budget and staffing pressures. Parliament is expected to play a role in oversight, though its position and the position of the FSA remain ill-defined.
The broader question now emerging is whether SPS alignment could pave the way for convergence in other regulatory areas. The EU remains wary of a “cherry-picking” model, yet both sides recognise the economic value of reducing friction in key sectors. For UK food businesses, this moment marks not just a policy update, but a strategic shift – one that will shape the future of food regulation for years to come.
Shaping the future of sustainable food systems
This month’s top industry initiatives selected by the Whitehouse team:
- Mondelez advances sustainable packaging goals with Cadbury Easter range: Mondelez International has progressed its sustainable packaging targetsthrough updates to its Cadbury Easter range, removing plastic packaging from several products and increasing the use of recyclable materials. The changes include shifting to 80% recycled plastic content in some packaging and introducing new paper-based solutions across key seasonal lines. These efforts form part of Mondelez’s broader commitment to reduce virgin plastic use and ensure that all packaging is recyclable by 2025.
- Nestlé-backed AI pilot cuts food waste and redistributes nearly 500,000 meals: Nestlé and industry partners have piloted an AI-driven system to identify and redistribute surplus food in real time, delivering the equivalent of nearly 500,000 meals across the UK. The 16-month project used artificial intelligence to map waste on manufacturing lines, enabling faster and more accurate identification of surplus and redirecting edible food to charities. In total, around 201.9 tonnes of surplus food were redistributed, supporting over 94,000 people through hundreds of community organisations.
Engagement opportunities
Open consultations
Engage with these consultations to shape the issues affecting your organisation:
- European Commission consultation on the 2023-2027 common agricultural policy (CAP) - mid-term evaluation. The deadline is 6th April.
- European Commission call for evidence on the EU global health resilience initiative. The deadline is 13th April.
- European Commission call for evidence on EU water policy – targeted revision of the Water Framework Directive. The deadline is 14th April.
Events calendar
- 5th May: EURACTIV: Health Policy Conference (Brussels).
- 7th May: FoodNavigator: Healthy ageing – nutrition for longevity and vitality (Online).
- 25th June: POLITICO: Pro Roundtable – Health (Brussels).
- 28th May: POLITICO: Pro Roundtable – Sustainability (Brussels).