Beyond MAHA: Now is the time for food companies to renovate and innovate for nutrition and health 

In mid-2025, several large consumer packaged goods (CPG) companies announced plans to eliminate all artificial dyes by end of 2027.

These announcements are worth celebrating, as they show food giants are listening and responding to consumers’ desire for fewer artificial ingredients. Actions like these are part of a much broader push to improve current product portfolios for better nutrition, health, and overall well-being.

Big food companies have a vital role to play. The most recent survey from the CDC’s National Health and Nutrition Examination Survey revealed that over half of consumers’ total calories are still coming from ultra-processed foods. Big food companies need to be part of the solution, and their portfolios urgently need to be renovated for nutrition, ingredient quality and overall health. Additionally, credible action and resource allocation needs to be placed on new health-focused innovation. We’ve known for some time now that the food industry has chronically under-funded science, R&D and innovation. That too must change. 

Most of these players are public companies with businesses to run and shareholders to satisfy. Their current products also have varying roles in consumers’ diets (and varying levels of opportunity for renovation). It can’t be a guessing game: a systematic approach is needed.

We believe consumer health and business health can go hand in hand, and companies can (and must) renovate and innovate for improved consumer health.

Doing so will require three key ingredients for success:

1. Shifting mindsets within the organization
2. Capitalizing on cultural momentum
3. Innovating with intentionality and purpose.

Download our latest white paper to discover the strategic breakdown of these ingredients – and how you can start today.