The Good Food Programme (GFP) has opened its applications to provide up to £15,000 funding to 10 progressive food and drink brands across the UK.
Launched by venture capital firm, Mission Ventures and non-profit organisation, Impact on Urban Health, GFP looks to make healthier food options more widely accessible to UK consumers.
During the current cost-of-living crisis which has seen inflation levels reach over 10% at a 40 year high, the programme looks particularly to aid lower income families, hoping to help healthier challenger brands (HCBs) see an affordable price point.
The funding will also be met with two years of practical brand and business support with an aim of accelerating the growth of these ten chosen businesses.
The initiative follows research by the Food Standards Agency which found that 63% of consumers want to maintain a healthier diet, however 33% agree the price point of these types of foods is the biggest hurdle.
According to Food Foundation, the poorest fifth of UK households would need to spend 47% of their disposable income on food to meet the cost of the healthy diet recommended by the government.
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The programme, which is set to be formally launched in October, running for two years, follows its pilot from 2020 until earlier this year which has since seen nine of 13 brands who took park in an accelerator programme and/or received funding via the Good Foo Fund now HFSS compliant.
Seven of these brands have also secured supermarket listings and just over half have achieved affordability.
“We know consumers want the option to buy healthier foods but they need to be affordable and appealing. This programme proves it is possible,” Mission Ventures managing director, Louis Bedwell said.
“While HFSS regulations are going some way to tackle this, it really is only the tip of the iceberg in terms of how industry can help meaningfully improve the nation’s health.
“The Good Food Programme is a way of fighting against the current “health washing” from big food and drink, proving that challenger brands can drive the industry forward to a healthier future.”
Impact on Urban Health programme director, Rebecca Sunter added: “Everyone deserves to be healthy, no matter where they live. But right now, in the midst of a cost-of-living crisis, there’s a dearth of healthier, affordable meals and snacks on our high streets.
“Instead, children and families are being flooded with unhealthy food and drink options near their homes and schools. This has to change. We are excited to launch the Good Food Programme to improve access to affordable and healthier food products so all families can eat well and thrive.”
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