WAITROSE has unveiled an evolution of its ‘Good Health’ logo, which was first launched in 2018.
Intended on helping shoppers more easily identify healthier choices, the updated logo shifts the focus from traditional low-calorie and low-fat metrics towards positive nutrition and ingredient transparency.
The update comes as internal research reveals that 93% of Waitrose Food Lovers prioritise avoiding ultra-processed foods and actively check product ingredient lists. Under the new standards, products carrying the refreshed yellow Good Health logo must meet the new dual criteria covering both nutritional profiles and ingredients.
Dr Joanne Lunn, lead nutritionist at Waitrose, commented, “Our customers look to us for guidance when it comes to making healthy choices, and this move enables us to support Food Lovers to identify even better choices. The new yellow Good Health logo will be easily identifiable across a wide variety of Waitrose products, and will highlight healthy choices which have been labelled according to the new criteria of both ingredients as well as nutrition.
“The labelling of healthy choices has evolved over the years. While the focus used to be on low calories and low fat options, we’re seeing customer demand shift towards more positive nutrition and a raised consideration of ingredients, which is why we are expanding our Good Health logo criteria to include ingredients as well as nutrition.”
To carry the updated Good Health logo on pack, products must satisfy two clear benchmarks:
- Ingredient standards: Zero additives or less recognisable ingredients, removing markers commonly associated with ultra-processed foods.
- Nutrition standards: Must carry at least one valid health/nutrition claim, classify as non-HFSS (not high in fat, sugar, or salt) under the UK government’s Nutrient Profile Score, and feature zero red traffic lights – with exceptions granted only for naturally occurring fats (e.g., nuts, seeds, avocados, milk, fish) and naturally occurring sugars. Amber traffic lights for saturated fat are only permitted if no added saturated fats are present.
