The newly released National Diet and Nutrition Survey 2019–2023 makes for bleak reading. Once again, it confirms what many in the nutrition and food industry already fear: the UK’s collective diet is failing on almost every front that matters.
We’re eating too much of the wrong things – too much sugar, salt, saturated fat – and still not enough of the right things. But what should deeply concern policymakers, food industry leaders and health professionals alike is how persistent and systemic our nutrient gaps have become.
In a country where more than 90% of adults fail to meet fibre targets, where intake of vitamins and minerals such as folate, iodine, and vitamin D continues to fall short, and where barely one in five people eat the recommended five portions of fruit and veg a day, the warning lights are flashing.
It’s not just about what we’re overeating, it’s about what’s missing entirely. It’s time for a new conversation.
Limitations of 5 a day
The UK’s 5 a day initiative was launched off the back of WHO guidance in the early 2000s, rooted in strong evidence that diets high in fibre, vitamins, minerals and phytochemicals from plant foods protect against heart disease, stroke, diabetes, and some cancers.
In the two decades since, 5 a day has become one of the most recognised public health campaigns in the UK. It’s a testament to its success that 93% can quote the mantra, and many brands have rallied behind it. But awareness has not translated into action.
According to this week’s new NDNS, average adult fruit and veg intake is still only around 3.3 portions per day, with only 17% of adults achieving the full five. Among teenagers, the picture is worse, with just 9% reaching the target. Worse still, those numbers have declined in the last few years.
So where do we go from here?
Nutrient deficiency is a public health emergency
We need to face a difficult truth: our national diet is not just unhealthy because of what we overconsume – it’s also deeply problematic because of the essential nutrients we lack.
This is where current food policy and communications fall short. We are too focused on calorie reduction, sugar reformulation and front-of-pack warnings – important, yes – but we’re not investing enough attention in nutritional density. The Global Burden of Disease Study makes this point unequivocally: low intake of whole grains, fruit, vegetables, nuts, seeds, fibre, polyunsaturated fatty acids and omega-3s is responsible for more deaths globally than high intake of sugar or red meat.
In the UK context, this means our food strategy needs rebalancing. It should be just as aggressive in driving inclusion of nutrients as it is in limiting harmful ingredients.
The GLP-1 era: why future food strategy must plan ahead
No discussion about the future of our food system is complete without acknowledging the seismic rise of GLP-1 medications like Ozempic, Wegovy and Mounjaro. Originally developed for diabetes management, these drugs are now reshaping the landscape of weight management – and increasingly, the food industry itself.
This has serious implications for the next NDNS and for public health more broadly. While GLP-1s may support weight loss, they also suppress overall appetite, which means people are likely to eat less of everything – including the very nutrients we’re already not getting enough of.
Cited side effects of the drugs are often linked to low intake of key nutrients such as protein, fibre and many vital vitamins and minerals.
That’s why the case for a revamped 5 a day, rooted in positive nutrition, becomes even more urgent. It must focus not just on frequency or volume, but on quality. It must embrace foods like nuts, seeds, and dried fruit – compact, nutrient-rich, and ideal for meeting needs even in smaller portion sizes.
A smarter 5 a day would:
- Focus on nutrients required over food form
- Recognise a broader range of plant-based foods that deliver essential fibre, healthy fats, and micronutrients
- Clarify portion guidance to reflect modern lifestyles and eating patterns
- Encourage more is better, over a hard definitive success goal
- And importantly, include nuts and seeds as part of the count
Nuts and seeds are powerful plant foods. Just 25g – a modest handful – can deliver heart-healthy fats, protein, magnesium, folate, vitamin E and more. They are convenient, portable, and have incredibly strong evidence behind their role in reducing chronic disease risk. Yet they remain conspicuously absent from the framework.
The opportunity ahead
We believe the future of food strategy lies in positive nutrition – supporting the nation to eat more of what’s good, not just less of what’s bad. We believe in the power of plants with purpose – from fruits and pulses to nuts and seeds – to close the UK’s most damaging nutrient gaps.
We also believe brands have a responsibility to lead the conversation, not just follow it. Reformulation matters. Fortification matters. But more than anything, reframing the public conversation around food and health is where change starts.
That’s why we’re calling on policymakers, industry leaders, public health experts, and campaigners to back a revitalised, nutrient-driven 5 a day.
It’s time to feed the nation better. Let’s do it with purpose.
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