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Food, glorious food (deals)

Anna Cooper gives you a taste of what's shaping food and beverage deals

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Anna Cooper
May 01, 2025
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Hello Rainmakers,

There have been a veritable McFlurry of tasty food and drink deals over the last few months.

Some of this is down to rapidly shifting consumer trends and reflects a real change in how we are eating and caring for our bodies.

Rainmakers subscribers get two unique pieces a week and full access to our back catalogue of investigations, scoops, and insights, including updates from The Secret Investor, market analysis pieces like this one, and from investors like River Capital, Foresight, Mercia, Puma and LDC. To receive new posts and support our work, consider becoming a free or paid subscriber, or sign up for a free trial...... subscriber.

The UK Food & Beverage (F&B) industry is undergoing a major transformation, driven by shifting consumer demands and an increasing focus on health and wellness.

In recent months, a flurry of high-profile acquisitions has revealed how giants and disruptive brands are meeting evolving trends.

But targeted nutrition is increasingly popular, with 3 in 4 British consumers taking a form of supplement.

According to Holland & Barrett’s Wellness Trends for 2025 report, the wellness market worldwide is expected to be worth $8.4 trillion by 2027, showing a growth rate of 8.6%.

In the UK, an ageing population is prompting consumers to prioritise preventative health. While life expectancy is rising, only about 80% of life is spent in good health, sparking a surge in interest in targeted nutrition.

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