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US President Donald Trump reacts after signing executive orders imposing tariffs on imported goods in the Rose Garden at the White House on April 2, 2025, in Washington, DC. (Andrew Harnik via Getty Images)
As consumer awareness of the connections between diet and health increases, demand for ‘better for you’ food and drink continues to grow. The UK market is already valued at £20 billion with analysts predicting revenue growth potential of up to 70% in the next few years, providing a robust and responsible attractive business case for the UK food and drink industry.
How can industry capitalise on the growth potential of ‘better for you’ and what challenges must be overcome to realise the returns?
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