Healthy food doesn’t have to suck

The EAT-Lancet Commission gives us a clear roadmap: If we want to feed 10 billion people without destroying the planet, we need to radically transform our diets by eating more whole grains, more legumes, and fewer ultra-processed foods.

The problem? We’re asking consumers to overhaul their eating habits while competing against an entire industry that has spent decades—and billions of dollars—engineering products to be scientifically irresistible. Whole foods don’t stand a chance against ultra-processed alternatives optimized for addictive taste and shelf stability, unless they can deliver on both flavor and texture.

SUSTAINABLE FOOD NEEDS TO BE DELICIOUS

Consumers shouldn’t have to sacrifice the planet for great taste, and that’s where the food industry has failed us. The pasta category represents a promising opportunity to change this narrative. It’s a universal comfort food beloved across cultures, income levels, and palates. Pasta is uniquely positioned to lead this shift, not just because it’s loved, but because it can naturally carry whole grains, legumes, and nutrient-dense ingredients without disrupting the eating experience consumers value most.

Yet most “better-for-you” pastas have disappointed consumers. Grainy textures, chalky aftertastes, mushy mouthfeel—the category has trained people to expect compromise. Nutritious ingredients shouldn’t disrupt expectations. Creating more nutritious pasta that delivers the taste consumers expect requires studying how different plant proteins behave during extrusion, how hydration affects structure, and how to preserve the al dente bite that defines great pasta. The goal in product development is not to mimic traditional semolina pasta but to unlock an exciting, satisfying way to enjoy legumes, celebrating their natural flavor, texture, and nutritional value rather than disguising them.

If food companies want to stay both relevant and responsible, true innovation should be a tool for sustainability, not just a marketing message. And real innovation starts with the food itself: naturally nutritious, minimally processed ingredients are inherently good for people and the planet.

START WITH HOW FOOD IS DEVELOPED

But equally important is how we develop food. This work doesn’t happen only in labs; it happens in kitchens. The industry needs more chefs, not just scientists; people who understand how flavors interact, how ingredients behave, and how to creatively blend them into something both nourishing and craveable.

The kitchen is quite literally the heart of our company—the place where chefs experiment, teams gather, colleagues taste prototypes, and spontaneous conversations shape the next generation of products. It’s where flavor, nutrition, and sustainability meet in practice, not theory. This collaborative, culinary-first approach is what ensures that better-for-you food doesn’t just check boxes; it genuinely delights.

How we communicate this to consumers is essential. For years, the language of healthy eating has become almost clinical—a maze of disclaimers and technical jargon. We need to bring the conversation back to clarity and enjoyment: explaining why wholesome ingredients matter, how minimal processing supports better health and a more satisfying eating experience, all without compromise. Clearer language and education won’t just help consumers make better choices; it will help them understand why the choices exist in the first place.

TASTE MUST DRIVE CHANGE

But achieving this is a cultural shift, not a quick fix. It demands patience, steady investment, and a willingness to prioritize long-term impact over short-term wins. And it cannot rest on food companies alone. Real progress requires alignment across the entire food value chain, from manufacturers to retailers and distributors, with retailers playing a particularly powerful role in shaping access, visibility, and everyday choice.

We can’t wait for consumers to demand better. All stakeholders need to lead proactively by creating better options, making them accessible, and letting great taste drive adoption. The future of the planet—and the health of billions—depends on the choices we make today.

Carlo Stocco is the managing director of Andriani/Felicia North America. 

View the full article