Speciality Food Magazine -November/December 2025

45 Acai itself is a great starting point, as its frozen format makes it convenient for shoppers to have on standby and likely to be habit- forming – not to mention its supreme health credentials. “Naturally rich in antioxidants – significantly higher than blueberries – as well as being rich in fibre, iron, calcium, Vitamin A and healthy fats, açai provides natural energy in a way that is both versatile and enjoyable. At Acaí Berry, we’ve seen this first-hand: in 2025 alone, our sales have almost doubled, and we’re now serving more than 16,000 açaí bowls every week in London alone. It’s clear that açaí is not just part of a passing trend, but a cornerstone of the wellness food revolution happening across the UK.” Health goes foodie It’s not only products which, let’s be honest, might be tricky to pronounce until you’ve been schooled by a wellness pro, that offer a powerful way for fine food indies to tap into the wellness trend. There’s a great number of products which are naturally high in goodness, not least simple locally-grown and ideally organic produce. Bonus points for ‘offering the rainbow’ to promote the consumption of a range of nutrients (and create an eye-catching display) and pushing trendy mushrooms (find out why in this issue’s edition of Trend Watch). Herbal tea is a great starting point if you want to dip your toe into the wellness realm. “A carefully blended herbal infusion can be just as thoughtful and premium as a fine bottle of wine or olive oil on a deli shelf, yet it carries an added dimension of purpose. This dual identity of both indulgence and function means tea is no longer just a daily ritual; it’s a product that aligns with the broader cultural shift towards mindful consumption,” says Anish Patel, co-founder of Nutra Tea. “The timing feels right. In an era where wellness is becoming as much about pleasure as it is about function and ritual, tea stands out as the perfect connector.” Rumble Romagnoli, co-founder of Chilli No.5 has found that fine quality food products containing health-promoting ingredients is the way to go – tempting adventurous foodies’ tastebuds at the same time as boosting their health from the inside. “Over the past decade, health food has shifted from being purely functional and restrictive to becoming exciting, indulgent and chef-led,” he begins. “Consumers no longer want to compromise on flavour for nutrition; they want both. We are seeing the rise of gourmet products made with natural, high- quality ingredients that deliver on taste as well as health benefits. The sector has become more creative, AYURVEDA: ANCIENT WISDOM, MODERN RELEVANCE Anish Patel, co-founder of NutraTea, explains the role Ayurveda can play in bridging the gap between food and wellness Ayurveda offers more than a philosophy of health; it provides a time-tested framework for understanding how herbs can bring balance to the mind and body. While it isn’t about replicating traditional medicine in its entirety, Ayurveda’s principles are increasingly being transferred into modern life, giving consumers a deeper story behind the ingredients they’re already curious about. Herbs such as ashwagandha, turmeric, and shatavari have been valued for centuries, and now they are enjoying a renaissance as people seek out adaptogens, nootropics, and natural ways to support wellbeing. What makes Ayurveda particularly resonant today is its emphasis on natural ingredients and the power of botanicals - concepts that align perfectly with the contemporary demand for food and drink that offer both pleasure and purpose. When these herbs are crafted into products that not only deliver health benefits but also delight the palate, they move seamlessly from the wellness aisle into the fine food space. In this way, Ayurveda acts as a cultural bridge, connecting ancient heritage, natural remedies, and today’s appetite for food and drink that does more than simply satisfy hunger or thirst. Ayurveda acts as a cultural bridge, connecting ancient heritage, natural remedies, and today’s appetite for food anddrink that doesmore than simply satisfy hunger or thirst WHERE TO START Nicole Compen, founder of raye the store, suggests products that could kick-start your wellness range If you’re dipping a toe into wellness, I would suggest to start with products that are easy to understand, enjoyable, and make sense alongside fine food. ● Functional beverages: non- alcoholic aperitifs, kombuchas, or adaptogenic sparkling drinks - something people can try in place of wine or soda. e.g. Moody, Jamu, Living Things, Agua de Madre, Brink, Adapt ● Premium snacking: protein-rich nut butters, functional chocolate, plant-based jerky – indulgence with a health edge. e.g. Cosmic Dealer, Jungle Butter, Little Victories, Beam, Ooji ● Everyday supplements made beautiful: collagen sachets, mushroom powders, or natural sleep aids packaged in a way that feels modern and gift-worthy. Such as Indi, Mushiii, Moodeys, DIRTEA, Dome Vitamins The key is to avoid overwhelming your shelves with too much at once I would say – a small, thoughtful selection works better. Test, learn and adapt to what your customers show interest in. The key is to avoid overwhelming your shelveswith too much at once drawing inspiration from global cuisines and foodie culture while still putting wellness at the forefront,” he says. “For consumers, it means they can eat for both pleasure and wellbeing without feeling like they are missing out. Health food is no longer confined to plain packaging and niche health stores; it is proudly sitting on shelves in premium retailers, food halls and online platforms.” For retailers, Rumble continues, this means expanding their offering to include products that bridge the gap between health and indulgence, with innovation, strong provenance stories and nutritional benefits all playing a role. “At Chilli No. 5 we are passionate about combining gourmet flavour with functional health benefits. All our sauces are made with natural, plant-based ingredients and enriched with superfoods and supplements such as inulin, guarana and maca.” Who will these products attract? “Core wellness consumers: those who already shop at health food stores and will be thrilled to see these options in a fine food setting; curious foodies: people who are open to discovery - if they’re buying artisanal cheese or natural wine, they’ll likely be drawn to a new-wave kombucha or adaptogenic chocolate; and lifestyle shoppers: younger audiences in particular, who see food, drink, skincare, and wellness as part of one lifestyle ecosystem rather than separate categories,” says Nicole. Not a passing fad She argues that wellness isn’t a trend, it’s a cultural shift. “Consumers are more informed than ever, and they’re asking harder questions about specialityfoodmagazine.com Investing inwellness today isn’t about chasing fads, it’s about future-proofing your offering, staying relevant to the next generation of shoppers, and creating a retail experience that feels alive, modern, and forward-looking ingredients, sourcing, sustainability, and function. That doesn’t go backwards. Yes, certain ‘buzz’ ingredients come and go - one year it’s CBD, the next it’s mushrooms – but the underlying demand for products that make people feel good, perform better, or live more consciously is only going to grow.” “Consumers are looking for functional products that feel indulgent, beautiful and exciting to eat,” Rumble says. “Fine food will increasingly incorporate health- enhancing ingredients, whether that is adaptogens, superfoods or innovative formulations, but with the flavour, packaging and storytelling you would expect from luxury brands. We will also see more transparency, with consumers wanting to know exactly how their food supports both their health and the planet.” “Investing in wellness today isn’t about chasing fads,” agrees Nicole, “it’s about future-proofing your offering, staying relevant to the next generation of shoppers, and creating a retail experience that feels alive, modern, and forward-looking.”