Why we can’t get enough of better-for-you brands

Walk into any UK supermarket and you’ll see the shift. From the chilled aisle to the snack shelf, a quiet revolution is happening: products that once screamed indulgence are now whispering wellness. But this is more than a food trend, it’s a mindset shift.

Legacy brands haven’t disappeared but they’re no longer dominating. In their place? A new wave of challenger products: carefully designed, naturally positioned, and wrapped in sleek pastel packaging.

This is the era of functional food with personality. Drinks that promise sharper focus. Snacks that support your gut. These brands are no longer the outliers – they’re increasingly the ones shaping what consumers expect from their weekly shop.

But this isn’t just a health fad. It reflects deeper cultural, generational and psychological changes.

From ‘YOLO’ to longevity: the great mindset flip

Forty-fifty years ago, being in your twenties meant Marlboro reds, pints, and punk. The idea of counting fibre grams or doing a morning breathwork session would’ve been laughable. It was the Sex Pistols and Led Zeppelin, not ashwagandha tea. The mantra was “you only live once”- so light another cigarette and turn up the Stones.

Now, a new mindset has taken hold. Younger consumers are thinking long-term. They’re investing in their health, reading labels more carefully, and are increasingly aware of how food and drink affect not just their bodies but their mood, sleep and mental wellbeing. The modern consumer still wants indulgence but not at the cost of how they feel.

It’s no accident. We’re the first generation to come of age with wearable tech, wellness podcasts, and entire TikTok subcultures dedicated to digestion. We’re anxious, overstimulated, and constantly trying to biohack our way to inner peace.

The focus has shifted from instant gratification to long-term optimisation. In fact, according to recent Mintel research, half of 16-34-year-olds in the UK would be greatly motivated to buy a healthy food or drink brand/product that could help them live longer. That’s a powerful shift in priorities.

It starts with discontent

Many of the UK’s most successful challenger brands started with a simple insight: the status quo wasn’t cutting it.

Take Pip & Nut. The nut butter category was dominated by spreads that were bulked out with palm oil and sugar. When Pip & Nut launched, they flipped the narrative. Their latest product, a hazelnut chocolate spread, was launched despite eye-watering rises in hazelnut and cocoa prices. By all traditional measures, it was a terrible commercial idea.

But they did it anyway. Why? Because, in their words:

“Consumers deserve better. The market leader only contains 13% nuts and palm oil is the second ingredient, after sugar which is number one. And in this instance, we’re hoping rather than work within the constraints of the category, we’ll break some of the rules to cut through.”

And that’s exactly what today’s consumers want to hear. They’re not just buying a spread – they’re buying a set of values.

Why fibre is having a moment

Not long ago, fibre was the domain of digestive health ads and functional cereals. Now? It’s trending – albeit quietly. Once overlooked, it’s becoming a nutrient that consumers are increasingly seeking out, not just for gut health, but for overall wellbeing.

This isn’t happening in a vacuum. We’re living in an era where younger consumers are thinking long-term. Health is no longer about fixing problems, it’s about preventing them. It’s not a January resolution; it’s a lifestyle.

Enter fibre.

Unlike the protein boom, which started off mainly about muscle-building and satiety, the rise of fibre is subtler and more holistic. It’s being championed in conversations around mood, immunity and the gut-brain axis: an area that’s gained huge traction in wellness circles.

Suddenly, terms like prebiotics, inulin and gut diversity are showing up not just in research papers but on social media, snack packaging and podcasts. And better-for-you brands are smartly responding, integrating fibre-rich ingredients into products that are just as enjoyable as they are functional.

From Insane Grain’s sorghum-based gut-friendly crisps to Bio&Me’s prebiotic-packed granola, fibre-rich products are being cleverly integrated into formats that are just as enjoyable as they are functional. Even drinks brands are getting in on the action, like Moju, whose shots and boosters position gut health as part of an energised daily routine.

And while fibre isn’t (yet) getting the spotlight protein did, its appeal is more aligned with where consumers’ heads are at today: balance over bulk, longevity over aesthetics. We’re not chasing short-term gains anymore – we’re investing in how we feel long-term.

Better-for-you brands speak human

It’s no coincidence that the brands winning right now are the ones that sound like your cleverest mate on WhatsApp. They know the science but don’t make it scary. They talk benefits, not buzzwords.

Think Dash Water, rescuing “wonky” fruit and making waste cool. Or Trip CBD, who got the UK to try calming botanical oil during a cost-of-living crisis. Even Huel – the Marmite of meal replacements – understands how to make functionality feel futuristic and frictionless.

These aren’t brands shouting “we’re healthy!”, they’re saying “we get you.” That’s a crucial psychological difference.

Because consumers don’t just want products – they want brands that reflect how they see themselves (or at least, how they’d like to).

Deliciously Ella is a prime example. From honest blog posts to clean, natural product development, the brand has always prioritised connection over perfection. It’s less about preachy wellness and more about real-life plant-based living, which is exactly why it resonates so deeply.

Sustainability isn’t a USP anymore. It’s an expectation.

In this new world of conscious consumption, sustainability is table stakes.

Gone are the days where adding a “100% recyclable” sticker was enough to win loyalty. Today’s shopper wants to know how you treat your workers, where you source your ingredients, and what you’re doing about carbon.

We’re living in a culture of receipts: if you’re making bold claims, you’d better be ready to back them up with hard data (or risk being torn apart in Reddit threads and Instagram comments).

That’s why brands like Minor Figures, Oddbox, and This have built transparency into their DNA. They don’t just talk the talk – they openly share everything from their carbon impact to the challenges they face as growing businesses.

From rebellion to responsibility

There’s a fascinating irony in how we express rebellion today. Back in the day, rebellion meant rule-breaking – sex, drugs, and rock ‘n’ roll. Now? It’s sobriety, cold plunges, and organic oat milk flat whites.

Opting for a mushroom latte over your regular cappuccino isn’t just a health choice – it’s a personality statement. Skipping booze isn’t boring, it’s chic. This shift in values is shaping everything from product development to brand storytelling.

We’re not choosing wellness because it’s trendy – we’re choosing it because we’re tired. Tired of burnout. Tired of confusing labels. Tired of being sold “diet culture” in a sparkly new wrapper.

Today’s consumer wants truth, transparency and function. No jargon. No fakery. No moral superiority, either.

And that’s exactly why challenger brands are thriving.

At RMS we’re fascinated by what’s driving this cultural shift and we’re working with brands that are shaping the future of food and drink. If you’re a challenger brand looking to tell your story in a way that resonates, we’d love to chat.