IFST and Campden BRI panel explore the future of reformulation

From left to right: Andrea Cattaruzza of AndCat; Michael Adams of Campden BRI; Joanne Burns of FDF Scotland; Fleur Key of Costa Coffee; and Joanne Lunn of Waitrose.

On 17 March 2025, at IFE Manufacturing in London, the IFST and Campden BRI forum brought together a panel of experts to tackle the realities of food reformulation. Professor Colin Dennis CBE, a food science veteran of more than 50 years, chaired the event. Throughout the session, industry leaders explored both the opportunities and ongoing challenges facing the future of healthier processed foods.

The panel featured Andrea Cattaruzza, Director of AndCat; Michael Adams, Product Innovation Lead at Campden BRI; Joanne Burns, Reformulation for Health Manager at FDF Scotland; Joanne Lunn, Partner and Senior Ethics and Sustainability Manager, Health at Waitrose; and Fleur Key, Nutrition Manager at Costa Coffee.

Reformulation challenges

Andrea Cattaruzza opened the discussion by asking, “Is reformulation the best strategy? Is it the only strategy?” He highlighted the difficulty of altering established products, particularly when working with iconic brands that consumers may not readily accept in a new form.

Portion control, he argued, remains an overlooked tool. “Let’s look at strategies to help people control their portion size and intake,” he suggested. He added that cognitive and behavioural science can support this effort. “There is good science around it, including cognitive science and behavioural science. For example, portion size, packaging shape, packaging design and even texture influence how much people eat. Universities in the UK and France are working on this. By focusing solely on reformulation, we risk missing an opportunity to help consumers make better choices through packaging and product design.”

Joanne Burns meanwhile pointed out the challenge of reducing salt in foods. “You can take sugar out and put sweeteners in, but there’s no salt substitute that works in everything,” she said. “Salt has a huge role in food beyond taste. It affects water activity and shelf life, and it is critical for texture and structure. When salt is removed, products might no longer be safe or stable.”

She also noted the importance of setting realistic goals. “You need to assess what is feasible for a product and avoid saying, ‘You must reduce salt by 30 percent,’ when it simply can’t be done safely or effectively. Not all categories are equal. It’s easy to take salt out of baked beans, but not out of a sausage.”

Michael Adams agreed that reformulation is complex. “It’s important to take a step back and think about what is acceptable. It is an ongoing journey that can take years to get right. When people say ‘reformulate,’ they often think of taking something out. But that often leads to putting something else in to replace the function of the original ingredient, so there are always trade-offs to be considered.”

Are consumers ready to accept reformulated products?

Colin Dennis asked whether consumers are prepared to embrace reformulated products. Fleur Key replied that, when Costa Coffee asked its customers what was important to them, sustainability and social responsibility came first. Healthier food options were fourth on the list.

“There is a real challenge in getting customers to try products they perceive as healthier,” she said. “If something is labelled as low calorie, many consumers think that means low taste or low quality. It creates a tension because we want to offer healthier options, but customers are focused on other priorities. So there is a need to design healthier products that are also appealing.”

Joanne Lunn added that part of the challenge lies in how foods are marketed. “We are often reluctant to talk about products being reformulated. Customers tend to react negatively if they think something has been taken away from their favourite product,” she reflected. “Instead, if we say, ‘We’ve improved this,’ people are more open to trying it.”

An opportunity for cross-sector collaboration

The panel agreed that reformulation will require collaboration across industry, regulators and academics.

Joanne Burns highlighted the opportunity for the supply chain to work together: “If we all want to reduce salt, we need to think about how we can share solutions across categories. For example, salt replacement blends may work for one product but not another. The more we share these insights, the more we can progress as an industry.”

Michael Adams agreed that collaboration is essential. “We need to understand what works in practice, what consumers will accept and how we can maintain product safety,” he stated. “Reformulation affects the whole system, from the raw materials to manufacturing and consumer experience.”

Finally, Andrea Cattaruzza concluded that reformulation cannot be the only tool. “Reformulation is important, but we also need to think about how to help people make healthier choices. Portion control, education and packaging design should be part of that conversation.”

Key takeaways

• Reformulation is not always possible: Some ingredients, such as salt, play critical roles beyond taste, including shelf life and safety
• Portion control and packaging design are underused tools: Helping consumers manage intake could complement reformulation efforts
• Consumer perception is a barrier: Many shoppers view ‘healthier’ as meaning less tasty or lower quality. Messaging and design must address this
• Collaboration is essential: Industry, regulators and academics must share research and strategies to overcome technical and consumer challenges
• No single solution: Reformulation, portion control, education and better packaging should be used together to create healthier food choices.

Final thoughts

The session closed on a note of realism and optimism. Reformulation remains a critical pathway to improving public health, but it is not without its challenges. Success will depend on scientific research, honest conversations with consumers and a willingness across the supply chain to share knowledge. While removing salt, sugar and fat is complex, helping consumers make better choices through portion size, education and design may hold equal value. As the panel agreed, no single solution will solve the problem, but by working together, the food sector can move towards healthier options that people will accept and enjoy.