I think it is a bit early to see the effect of today’s announced new dietary guidelines, and I do not want to be political, so I just tried to approach it with my European hat on, and checked how it stacked up against the EU norm:

If you squint at the big message, the U.S. just moved toward a Europe-style “stop eating factory food” stance. But on protein emphasis, full fat dairy, and friendliness toward animal fats and red meat, it’s not what most people mean by “the European norm”. It’s a different north star: “real food plus high protein,” rather than “plant-forward balance plus limits on sat fat and red/processed meat.”

The other key term I took away from the press conference, was “nutrient-dense ingredients”. The processing factor adds to the discussion here, but I think that we will see some interesting development and even shift in this segment.

Of course, for our industry the main question is the effect on consumer preference and and consumer behavior, the choices they make while standing in front of that beverage section. We’ll see soon.

Sincerely

Jan van Iperen · ectus

With in today’s edition: