- 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:
- Ingredient standards: Zero additives or less recognisable ingredients, removing markers commonly associated with ultra-processed foods.
- 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
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.
