Former UK health tsar Henry Dimbleby has overseen his new venture, Bramble Intelligence, releasing a roster of 40 firms it believes can weather a sweeping shift in diets and the broader food sector.
What the Bramble 40 list contains
The Bramble 40 blends a range of players, from early‑stage innovators to established tech behemoths. British names such as Yeo Valley, Pip & Nut and Bold Bean Co. sit alongside global operators like Google and Walmart, the latter noted for its Sparky AI shopping assistant. The list also flags ChatGPT Health and TikTok as potential disruptors.
According to the accompanying research titled “Tomorrow’s Appetites,” appetite‑suppressing drugs, artificial intelligence and diagnostic tools tied to diet are poised to usher new entrants from outside the traditional food supply chain. The report warns that “the barbarians are at the gate,” implying a rapid reallocation of market share.
Why the industry could lose billions
Bramble Intelligence projects that by 2035 the United Kingdom will consume roughly five percent fewer calories than today. If food firms fail to adjust, the resulting volume decline could translate into a loss of between £3 billion and £6 billion in real‑term grocery sales, with operating profits potentially slipping by as much as thirty‑five percent.
Dimbleby argues that profit redistribution of this scale has not been seen since the supermarket boom of the 1970s, but notes the current forces originate outside the sector. “Not since the rise of the supermarkets in the 1970s have we seen anything like the change that is reshaping the food industry, and that was from within,” he said. “This time it is forces from outside the food industry that are reshaping what people eat.”
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To stay afloat, companies must make healthier eating easy, offer trustworthy ingredients and fit into what the report calls the “diet and health feedback loop.”
The list suggests three primary avenues for growth: capturing greater food market share, branching into non‑food offerings, or “pulling off the magic trick” of selling lower volumes of food for higher revenue. Firms that succeed are expected to be those whose products are easy for consumers and AI tools to recognize as tasty, nutritious and good value.
While the Bramble 40 includes companies with rising revenue or large user bases, not all are guaranteed success. Managing partner Chris Mitchell acknowledges the mix of sizes and models, noting that each selected firm “has rising revenue, growing users or a large installed base.” The selection therefore reflects potential rather than certainty.
Dimbleby adds that the showcase is anchored mainly in the UK and US, but also draws examples from Asia and Europe. A dedicated UK‑only section highlights “category‑defining British food brands,” reinforcing the domestic focus amid global change.
In short, the report flags a potential hit to UK grocery sales if firms ignore the emerging forces of AI, medical appetite control and new diagnostic tools. The Bramble 40 list serves as a guide for companies aiming to adapt, though its ultimate predictive power will depend on how quickly the industry can pivot to meet shifting consumer habits.
