New year, new me: Food and drink legal insights in 2026

The start of a new year has long been synonymous with personal transformation, with millions of consumers committing to healthier lifestyles each January. Browne Jacobson thinks you’re perfect, just as you are, but for manufacturers, retailers and hospitality businesses, these choices extend far beyond individual resolutions.

In this New Year, New Me insights series, we reflect on how to balance growth opportunities in emerging categories with product innovation and evolving regulatory frameworks. 

What’s driving change in 2026?

The high-protein boom

As we enter 2026, the market for high-protein products is surging, driving significant M&A activity as established brands acquire innovative startups and investors seek the next breakthrough.

Weight loss medications and market disruption

The availability of GLP-1 injections for weight loss is fundamentally changing consumer eating patterns and associated product demand. However, food and drink businesses seeking to reformulate products or market them in this new environment need to understand the regulatory implications of doing so.

Transparency

Consumers are increasingly likely to ask questions about unfamiliar ingredients, demanding to know what is in their food. Protecting your brand and safeguarding consumer trust requires robust regulatory compliance, including careful adherence to labelling requirements and a considered approach to product claims.

Sustainability and ESG commitments

From regenerative agriculture to carbon-neutral supply chains, sustainability is no longer optional. Food and drink businesses must navigate the evolving regulatory landscape and make credible commitments to avoid greenwashing pitfalls. 

Navigating complexity: The questions facing businesses

The convergence of these trends creates a challenging environment for food and drink businesses, with a multitude of questions facing manufacturers, distributors and retailers:

• How do you structure your supply chain to secure your high-demand product pipeline?
• What intellectual property protections do you need when launching a reformulated product?
• How do you innovate and expand your product portfolio without alienating loyal customers?
• What health claims can you legitimately make in an era of heightened regulatory scrutiny?

Seizing competitive advantage

Beyond compliance, understanding how to navigate advertising regulations and knowing the boundaries of permissible claims can make your product stand out in a crowded market. Equally, making changes to your supply chain can accelerate your entry into high-growth segments whilst protecting against integration risks.

In this New Year, New Me insights series, we explore various legal dimensions of the trends reshaping the food and drink sector.  

Our full-service food and drink lawyers have a range of specialist sector knowledge from their experience of advising a range of multinational clients from field to fork, including listed food and drink manufacturers and distributors, national retailers, bars and restaurant chains. 

If you would like to discuss any of the matters below, do not hesitate to contact our food and drink team.