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- The new criteria will make it even easier for Food Lovers looking to make healthy choices
- The updated Good Health logo shifts the focus from traditional low-calorie and low-fat metrics toward positive nutrition and ingredient transparency
- Builds upon Waitrose’s ongoing additive reduction programme, which has improved the recipes of 110 own label products, removing 220 unnecessary additives over the past 20 months
Waitrose has today announced an evolution of its 'Good Health' logo, introducing ingredient criteria alongside nutritional criteria.
First launched in 2018 to help shoppers easily identify healthier choices, the updated Good Health logo shifts the focus from traditional low-calorie and low-fat metrics toward positive nutrition and ingredient transparency. The update comes as internal research reveals that 93% of Waitrose Food Lovers* prioritise avoiding ultra-processed foods and actively check product ingredient lists.
Under the new standards, products carrying the refreshed yellow Good Health logo must meet the new dual criteria covering both nutritional profiles and ingredients.
Dr Joanne Lunn, Lead Nutritionist at Waitrose comments: “Our customers look to us for guidance when it comes to making healthy choices, and this move enables us to support Food Lovers to identify even better choices. The new yellow Good Health logo will be easily identifiable across a wide variety of Waitrose products, and will highlight healthy choices which have been labelled according to the new criteria of both ingredients as well as nutrition.
“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.”
To carry the updated Good Health logo on pack, products must satisfy two clear benchmarks:
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Ingredient standards: Zero additives or less recognisable ingredients, removing markers commonly associated with ultra-processed foods.
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Nutrition standards: Must carry at least one valid health/nutrition claim, classify as non-HFSS (not high in fat, sugar, or salt) under the UK government’s Nutrient Profile Score, and feature zero red traffic lights - with exceptions granted only for naturally occurring fats (e.g., nuts, seeds, avocados, milk, fish) and naturally occurring sugars. Amber traffic lights for saturated fat are only permitted if no added saturated fats are present.
The rollout of the new Good Health logo builds upon Waitrose’s ongoing additive reduction programme, which has improved the recipes of 110 own label products, removing 220 unnecessary additives over the past 20 months.
Waitrose maintains a strict prohibition on artificial colours and flavourings. Waitrose prohibits the use of 146 specific additives, including 16 which have been added in the last 20 months, across its entire own label portfolio, and requires suppliers to provide formal rationales for any functional additives. The list is published on the Health, nutrition and wellbeing page. This marks another step by Waitrose to reduce unnecessary industrial stabilisers, emulsifiers, and hidden additives across ready-made meals and everyday staples and to increase transparency of the ingredients that we use.
The new yellow Good Health logo will begin appearing in Waitrose stores and online from September.
For more information about Waitrose’s approach to health and nutrition, please visit the Health, nutrition and wellbeing page.
Notes to Editors
*JLP Customer Mindset Survey April 2026
Q&A
What counts as an additive?
Food additives are ingredients that are added to foods to carry out particular functions. While we primarily use everyday ingredients, some products require specific additives to ensure quality and consistency throughout their shelf life. When additives are used, our labelling is fully transparent, enabling customers to make informed choices for a varied and balanced diet.
What do you mean by less recognisable ingredients?
Items classified as ‘less recognisable' are ingredients that Food Lovers would not normally include in their own home-cooked recipes.
Will you be removing additives from Waitrose own brand products?
We have a comprehensive review program in place for all products as part of our ongoing commitment to remove and reduce additives wherever feasible. Over the past 20 months we have improved the recipes of 110 own label products, removing 220 unnecessary additives. Furthermore, our suppliers are to provide a clear justification when an additive is retained within a recipe.
What's the different between 146 additives you have banned and the 220 figure mentioned?
We have banned 146 additives, but 220 additives we have removed are still present in some Waitrose products.
Why are you still selling products with harmful additives?
Food additives can play an important role in preserving food, enhancing food safety, and extending shelf life to minimise food waste. For example, certain additives prevent the growth of harmful mould and bacteria to keep food safe over longer periods. Others extend freshness or, like emulsifiers, help ingredients blend smoothly to simplify cooking.
What’s prompted you to make this change now?
Driven by a growing customer interest and emerging science on additives that are makers of ultra processed foods. 93% of Food Lovers express a desire to lower their intake of UPFs, while 78% regularly check the ingredient lists on food labels.
Why is removing additives a positive?
We know that our customers are looking for products with fewer additives and are using food apps to decide if a product is a good choice for them or not. By removing additives that don’t need to be there, we can provide more choice to our customers.
How many products will have the Good Health logo removed following this change, and how many products will you have left that meet the criteria?
The logo will be removed from a number of Good Health products, more than 1,000 items will remain within the range.
When will the Good Health logo be removed following the change?
We will be phasing out the green logo and replacing it with the yellow one where applicable.
Why did you put the Good Health logo on products that use ingredients that could be harmful to health in the first place, was that a misleading move? Isn’t this the reason that logos that are developed by supermarkets should be removed as they could mislead/confuse shoppers?
Our Good Health logo is underpinned by robust nutritional criteria. It was launched in 2018 to support customers to find products rich in wholegrains and fibre and with less saturated fat, added sugar and salt. We have consistently reviewed these standards to reflect evolving scientific research and the needs of our customers, leading to the current inclusion of a rigorous assessment of ingredients. With ongoing advancements in innovation, there are also more opportunities and options for removing additives.
What actions have you taken to remove UPFs?
In response to growing customer awareness and concern regarding ultra-processed foods, we are actively reducing and eliminating additives from our products. Furthermore, we are dedicated to incorporating more nutritious wholefoods into our range under our Plant Variety logo. This logo is featured on more than 240 items that include added ingredients such as beans, pulses, wholegrains, nuts, seeds, fruits, vegetables, herbs, and spices.
What else are you doing to support customers to eat healthily?
By 2030, Waitrose aims to grow the share of its total sales from healthier options to 85%, up from 78% baseline. My Waitrose customers who have Vitality insurance can get up to 40% cashback on Good Health products.
We have also committed to increase fibre sold from key categories by 25% by 2030 and signed up to the Food Foundation’s Bang in Some Beans campaign, pledging to increase tonnes of beans sold by 25% by 2028.
Will you be redefining the criteria of any of your other nutrition labels?
No. Products carrying nutritional claims must meet specific criteria, including being non-HFSS.
Are there any plans to expand the range with the Good Health logo to offer more healthy options to customers?
The aim is to develop more Good Health products across a broader selection of product ranges.
Is it only Waitrose own brand products that will have this logo? How will you help customers identify healthy options across their full shop?
While the logo is exclusive to our Own Brand products, we continue to offer choice across branded ranges by actively listening to our customers' preferences.
About Waitrose
Waitrose is the Home of Food Lovers, serving customers with exceptional quality products and expert service.
Part of the John Lewis Partnership - the UK’s largest employee-owned business - Waitrose has over 320 shops and a strong online business. It also has agreements with brands like Welcome Break and Shell, further bolstering its local footprint.
It works closely with British farmers and suppliers, and is a market-leader for animal welfare and responsible sourcing - using sustainable farming methods, including on its very own farm, the Leckford Estate.
Waitrose holds a Royal Warrant as Grocer and Wine & Spirits Merchant to His Majesty King Charles III.
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