Waitrose refreshes Good Health logo with new packaging labelling standards

Waitrose has announced changes to its Good Health logo, introducing additional ingredient requirements alongside existing nutritional standards for products displaying the label on their packaging.

Originally introduced in 2018, the yellow Good Health logo is designed to help customers identify products that meet specific health and nutrition criteria. Under the revised scheme, eligible products must now satisfy requirements relating to both their nutritional composition and the ingredients used.

The retailer says the changes reflect growing consumer interest in ingredient transparency and the avoidance of ultra-processed foods. According to its internal research, 93% of surveyed Waitrose Food Lovers prioritise avoiding ultra-processed foods and actively examine ingredient lists when making purchasing decisions.

To qualify for the updated on-pack logo, products must contain no additives or less recognisable ingredients identified by Waitrose as markers commonly associated with ultra-processed foods.

Products must also meet several nutritional requirements, including carrying at least one valid health or nutrition claim and being classified as non-HFSS (not high in fat, sugar or salt) under the UK Government's Nutrient Profile Score.

The revised criteria also require products to have no red traffic-light nutritional ratings, although exceptions are permitted for naturally occurring fats and sugars. Amber ratings for saturated fat are only accepted where no additional saturated fats have been added.

The labelling update follows Waitrose's ongoing ingredient reformulation programme, which has seen 110 own-label products revised and 220 additives removed over the past 20 months.

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.

Dr Joanne Lunn, Lead Nutritionist at Waitrose.

The retailer also maintains restrictions on artificial colours and flavourings across its own-label range. It currently prohibits 146 specified additives, including 16 added to its restricted list during the past 20 months, and requires suppliers to justify the use of functional additives.

The refreshed yellow Good Health logo began its planned rollout across Waitrose stores and online channels in September, providing customers with an updated visual identifier for products meeting the revised standards.