The ‘Good Health’ logo was first launched in 2018 to help shoppers identify healthier choices, and the updated version was created with the aim of shifting the focus from traditional low-calorie and low-fat metrics toward positive nutrition and ingredient transparency.

According to internal Waitrose research, 93% of surveyed Waitrose consumers (JLP Customer Mindset Survey April 2026) 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 dual criteria covering both nutritional profiles and ingredients standards.

To satisfy the ingredient standards benchmark, the product must have zero additives or less recognisable ingredients. Under the nutrition standards benchmark, it must carry at least one valid health/nutrition claim, classify as non-HFSS under the UK Government’s Nutrient Profile Score, and feature zero red traffic lights – with exceptions granted only for naturally occurring fats (nuts, seeds, avocados, milk and fish) and naturally occurring sugars. Amber traffic lights for saturated fat are only permitted if no added saturated fats are present.

Dr Joanne Lunn, lead nutritionist at Waitrose, commented: “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.”