Growing consumer interest in functional wellness is driving brands to rework familiar categories with formats focused on digestion, metabolism and active‑ageing support. Companies are pairing science‑led claims with cleaner labels as they look to build trust and broaden appeal.
At the same time, snacking behaviours continue to reshape retail strategy, pushing fresh produce and breakfast staples into more portable, lifestyle‑driven formats. Brands are positioning themselves around accessibility and modern usage occasions to capture younger and health‑conscious shoppers.
Sustainability is another defining trend, with businesses adopting recyclable materials and exploring new design codes to boost on‑shelf presence. This is creating a blend of environmental benefit and brand differentiation that aligns with retailer expectations.
Reduced sugar reformulation and premiumisation continue to gather pace, reflecting pressure to offer healthier profiles without compromising flavour. Companies across categories are responding by dialling up fruit content, culinary cues and category‑backed nutritional positioning.
MOMO Rhubarb
MOMO Kombucha has teamed up with premium produce supplier Natoora to launch its latest seasonal SKU, Tomlinson’s Forced Rhubarb Kombucha.
The limited-edition variant rolls out via MOMO and UK retailers Ocado, Gail’s Bakery, Natoora and Whole Foods, with an RRP from £4.50 for a 330ml glass bottle. The release continues the South London brewer’s annual rhubarb collaboration, which has built a strong following.
The kombucha is made using forced rhubarb from grower Robert Tomlinson, one of only 12 producers still using traditional forcing methods in Yorkshire’s (northern England) Rhubarb Triangle. The crop is harvested by candlelight to preserve sweetness before being transported to London for juicing and fermentation with MOMO’s unfiltered kombucha. The result is a lightly sweet and tart profile designed to highlight the seasonal ingredient.
MOMO continues to position itself within the premium functional drinks category by focusing on organic loose‑leaf teas, small‑batch production and unfiltered ferments.
PortionIQ on GLP-1
Cambridge Nutritional Foods has introduced PortionIQ, a portion‑controlled range developed for consumers using GLP‑1 weight‑management medications and those seeking convenient balanced nutrition.
The line includes shakes, bites, soups and drinks formulated to support protein, fibre and micronutrient intake when appetite is reduced. Products contain more than 21 vitamins and minerals and are designed to help maintain energy, immune health and metabolism.
The launch follows rapid growth in GLP‑1 use, with 1.6m UK adults taking treatments such as Ozempic, Wegovy and Mounjaro between early 2024 and early 2025 and a further 3.3m considering them.
PortionIQ aims to address the risk of nutrient gaps linked to reduced appetite, particularly protein intake, which becomes critical for preserving lean mass during weight loss. Experts suggest GLP‑1 users may need between 1.2g and 1.6g of protein per kilogram of body weight, making pre‑portioned formats a practical solution.
Potts Sauces
The Potts’ Partnership has overhauled its chef‑prepped sauce range with a move into fully recyclable aluminium cans and a new design direction described as kitchen couture.
The relaunch follows the company’s earlier shift of its stocks and gravies into aluminium in 2020 and extends the brand’s identity revamp across its wider ambient portfolio. The Wiltshire (south west England) business worked with design agency This Way Up to create high‑impact packaging intended to stand out in the cooking sauce fixture.
The range spans global cuisines including Indian, Mediterranean, South American and Southeast Asian formats, with the business aiming to challenge the perception of ambient sauces as functional, low‑engagement staples.
According to spokesperson Ian Butt, the redesign is part of a broader push to elevate restaurant‑style at‑home cooking with chef‑led formulations and contemporary shelf appeal. The brand positions itself as a leading voice encouraging consumers to move beyond traditional sauces, stocks and marinades towards premium, creatively presented options.
Fruitist GoBerry
Fruitist has launched its snackable GoBerry blueberry format in the UK for the first time, rolling out exclusively with retailer, Whole Foods Market.
The fresh produce brand, already present in more than 12,500 stores globally, is targeting the growth in healthier snacking with a paper‑based, reduced‑plastic pack designed for portability. Whole Foods Market will support the launch with in‑store activation including a window display promoting the brand’s on‑the‑go positioning.
GoBerry forms part of Fruitist’s focus on consistent, high‑quality superfruit through larger, firm‑textured blueberry varieties developed with global breeding programmes. The company says the format is intended to bring berries beyond traditional usage occasions and into everyday snacking moments such as commuting, gyms and travel. Fruitist emphasises flavour, crunch, size and durability to address longstanding quality variation in the blueberry category and support reduced waste for retailers.
Chai Vision Sunello
Chai Vision has introduced Sunello, a superfood powder brand aimed at active adults seeking simple, targeted nutritional support.
The range launches with three blends focused on digestion, joint health and metabolism, each made from fruits, vegetables and superfoods such as spirulina, turmeric, collagen, cinnamon and chicory root. Products are third‑party tested, non‑GMO, Kosher certified and free from soy, sugar and unnecessary additives, with an SRP of $65.99.
The company positions Sunello as a solution for consumers who want to maintain mobility and energy as they age but find traditional nutrition routines complex. Flex Ease contains collagen and is the only non‑vegan option, while Happy Belly and Lean are formulated for gut health and metabolic support.
Nestlé Raisin Wheats
Nestlé Cereals has added Raisin Wheats to its Shredded Wheat Fruit Wheats line-up, launching nationwide to coincide with Fibre February.
The new variant consists of wholegrain Shredded Wheat bitesize biscuits with a raisin filling and contains no added sugar. It is positioned as a high fibre, low fat and low salt option suitable for vegans.
Nestlé says the launch responds to persistently low UK fibre intake, with only four percent of consumers reaching the recommended 30g per day.
Raisin Wheats joins existing flavours including Blueberry, Apricot and Red Berry and forms part of a wider push to offer simple, wholegrain cereals with added fruit fillings. The product combines toasted wholegrain wheat with a fruit centre formulated without added sugar.
According to Sarah Fordy, head of marketing at Nestlé Cereals, the new flavour is intended to provide an accessible, everyday route for shoppers to increase fibre intake while aligning with familiar taste preferences. The product rolls out across major retailers this week as Nestlé looks to sustain momentum for its wholegrain and functional breakfast ranges.
Fearne Rosie Seedless
Fearne & Rosie has expanded its lower sugar portfolio with a new Seedless range, introducing Strawberry Seedless Preserve and Raspberry Seedless Preserve.
Launching with UK online grocery retailer Ocado, and the brand’s direct channel with an RRP of £3.50 for a 310 g jar, the NPD will also move into independents via wholesalers.
The preserves contain 70% fruit and 40% less sugar than standard jams and are positioned as a smooth, seed‑free option for consumers seeking healthier everyday spreads.
The new products extend the brand’s focus on reduced sugar formulations and broaden its appeal within the jam category, where seedless formats account for 14% of sales.
Made with natural ingredients and no added concentrate, both variants are vegan‑friendly and designed for versatility across breakfast and snacking occasions.
Founder Rachel Kettlewell views the range as a natural progression for the business, which has grown rapidly since its 2019 launch and is now the UK’s fastest‑growing jam brand by value and volume.
