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Emails obtained by the charity via Freedom of Information requests reveal that the Government retreated from plans to back ‘minimally processed and nutritious foods’ after months of persistent lobbying by the food manufacturing sector.

The Soil Association says the Department of Health and Social Care had planned to encourage retailers to shift the balance of price promotions towards minimally processed foods – which include fruit, vegetables, beans, wholegrains like rice and pasta and unprocessed meat.

An investigation found the Food and Drink Federation (FDF) demanded this steer was removed from the guidance – despite ‘overwhelming’ scientific evidence that this category of foods is crucial for a healthy diet. Evidence shows that UPFs commonly displace healthy foods and make up more than half of the British diet.

Cathy Cliff, campaigns co-ordinator at the Soil Association, said: “This move to block discounts on healthy foods is clearly one which benefits the profits of UPF manufacturers more than the health of their consumers.

“The World Health Organisation says healthy diets are based around unprocessed and minimally processed foods. We’re concerned the UK Government has been prevented from saying the same and we are worried corporate profits are being put before public health.

“It is ludicrous to claim that fresh foods are not more nutritious than UPFs and to define highly manufactured items like fizzy drinks and ice cream as healthier options. This flawed advice leaves the door open for business as usual for ultra-processed diets, when it could have been used to steer retailers towards making genuinely healthy foods more affordable.”

In response to the investigation, the Soil Association and food and health organisations have written an open letter to Secretary of State for Health and Social Care Wes Streeting demanding urgent action to make healthy, minimally processed foods more accessible and affordable.

Signatories include the Obesity Health Alliance, which represents sixty leading health bodies, the British Dietetics Association and the Association of Directors of Public Health. The Soil Association has also today launched a petition based on the same asks for Government.

In October 2025, Government regulations are due to come into effect to restrict retailers from placing ‘volume price promotions’, such as multi-buy offers, on foods that are high in fat, sugar and salt (HFSS).

Katharine Jenner, director of Obesity Health Alliance, added: “While public trust in the food industry is incredibly low, for decades Governments have placed baseless faith in it—allowing companies that profit from highly processed, high fat, salt, and sugar products to interfere with policies designed to curb their harmful impact.

"Sadly, these companies are following the ‘tobacco playbook’—a strategy designed to protect profits at the expense of public health. They deny and undermine the evidence, dilute policies with loopholes and exemptions, and delay action for as long as possible."