Waitrose is introducing healthy eating specialists to its aisles, to help shoppers make the right decisions when it comes to buying food for a healthy diet. The initiative is aimed to help nudge Britons to make the right choice, as many are still confused as to what constitutes a healthy diet.

As own brand products have evolved from simply ‘cheap’ options into desirable and competitive goods, those who couldn’t afford to buy anything else have been joined by people from all backgrounds. How is this embrace of private labels changing Britons’ sense of loyalty to traditional brands?

The demand for healthy snacks is growing, but for people in lower income brackets, research has found the cost can present a barrier to healthy eating. As the Britain becomes more health conscious, the onus to provide genuinely affordable snacks, falls on the shoulders of the brands.

Despite rising awareness of the importance of a balanced diet, many Britons are finding it hard to manage their weight. As a result, the government and public health campaigners have challenged food and drink brands to enable healthier choices, but is this enough to stem an obesity crisis?