IGD launches Framework for population diet change
29 September 2025An executive summary of the Framework for population diet change: why it matters, an overview of the seven levers and what to do next.
IGD has launched a new framework to help move the population’s diet closer to the UK government’s Eatwell Guide, which is the foundation for healthier, more sustainable diets. IGD’s Framework for population diet change shows how organisations can accelerate healthy sustainable diet (HSD) adoption, while engaging consumers and importantly, delivering commercial value growth.
The framework identifies seven practical levers that businesses can embed into strategy & their organisation to drive diet change. Each lever supports progress to a healthy and sustainable diet and together they can deliver even greater impact.
Why it matters
The food system faces significant challenges which pose major risks for the industry, from rising healthcare costs and workplace sickness to climate-driven disruption and consumer barriers. Obesity levels have doubled since the 90s’s, with 1 in 5 children leaving primary school obese, without change this is trend is projected to worsen. Obesity and diet-related diseases continue to rise, costing the UK an estimated £116 billion in productivity losses annually. At the same time, the food system contributes to approximately 30% of the UK’s greenhouse gas emissions, while climate-driven disruptions threaten long-term supply security and price stability.
Less than 0.1% of UK adults currently achieve all the dietary recommendations set out in the Eatwell Guide. However, 57% of consumers want to eat healthier, more sustainable food, which many perceive as too costly, complex, or inconvenient.
We need system-wide change for the health of the population, businesses and planet. By linking health and environmental sustainability, the 7 Levers Framework reframes this challenge as a commercial growth opportunity. It provides a structured, evidence-based way for businesses to deliver commercial value while creating healthier baskets, strengthening brand trust, and building resilience in the face of rising consumer, investor, and regulatory pressure.
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We stand at the cusp of a historic reversal. Today, we have the science, technology and public health knowledge to end the obesity epidemic.
To raise the healthiest generation of children ever.
NHS ‘Fit for the Future’ 10 Year Health Plan, 2025
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Framework for population diet change
The framework identifies seven practical levers for driving population diet change towards a healthier, more sustainable diet (the Eatwell Guide) supported by real-world case studies. Each lever supports progress towards the Eatwell Guide and together the levers can deliver an even greater impact. Businesses can tackle each lever based on their specific needs & progress; they do not need to be adopted in a linear fashion.
With this framework, population dietary change moves from a compliance exercise, into a core business growth strategy with measurable returns.
Value case: reframing dietary change as a growth opportunity, not a risk
Business integration: embedding healthy and sustainable diet transformation into commercial strategy & organisation design
Data: providing the insight and evidence to prove commercial benefit, and scale what works across teams
Supply chain: Using farm-to-fork partnerships and shared reporting and metrics to reduce exposure to supply chain volatility
Innovation: Prioritising the health and environmental impact of product portfolios, alongside margin, and capitalise on next generation health trends
Consumer behaviour: Shifting demand through positioning, marketing, promotion spend in physical stores and digital channels
Policy & sector alignment: Policy implementation and consistent reporting to create a level playing field for dietary shift.
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Kirsty Saddler, Director of Health & Sustainability at IGD, comments: We know that consumers want healthier, more sustainable food but see it as too costly, complex and inconvenient. Many health and sustainability initiatives exist within our industry but are often too limited and inconsistent to ‘turn the tide’. Therefore, system-wide change is needed for the health of the population, businesses and planet.
“Transformation is achievable through the seven practical levers set out in our framework and it is proven to work by leading organisations across the food sector. We will continue to develop the framework to inform change and provide businesses with a consistent, practical and strategic approach for long-term progress.”
Kirsty Saddler, Director of Health & Sustainability, IGD
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Looking ahead
By building on the model of the Net Zero Transition Plan for the UK Food System, IGD is now extending a proven approach to the diet and health agenda.
The framework is designed to support organisations at every stage of the journey, whether they are beginning to align health and sustainability with commercial objectives or scaling up existing initiatives. By adopting one or more of the seven levers, businesses can begin to shift consumer demand, reduce systemic risks, and capture long-term value.
IGD will continue to develop supporting guidance, case studies, and tools to help companies integrate the framework into business-as-usual. The organisation also invites feedback from industry partners to ensure the framework evolves in step with the industry’s needs.
For more detail on the seven levers, including case studies on companies’ actions and results in each area, read IGD’s latest report Framework for population diet change.