For years, “healthy food” was sold through numbers, calories, protein grams, fat percentages, and front-of-pack claims that promised quick fixes to complex lifestyles. But somewhere along the way, consumers
began to pause. They started turning packets around, scanning ingredient lists, questioning names they couldn’t pronounce, and asking a more fundamental question: What am I really eating, and who is making it?
Across India’s evolving food landscape, founders and food entrepreneurs are witnessing a clear shift. Health today is no longer a marketing claim, it is a lived experience, shaped by trust, familiarity, and how food makes people feel, both physically and emotionally.
From Claims to Consciousness
According to Aditi Handa and Sneh Jain, co-founders, The Baker’s Dozen, consumers have become far more curious and far less forgiving.
“Healthy is no longer just about a nutrition table or a claim on the front of the pack,” they explain. “It’s about the full story behind the food.” Shoppers today actively read ingredient lists, question why certain additives exist, and want clarity on sourcing, processes, and the people behind the brand.
This growing awareness has fundamentally altered the power balance. Brands can no longer hide behind jargon or vague buzzwords. As Handa and Jain point out, consumers are now asking the right questions: Why is this ingredient used? Do I really need it? Who is making my food?
Transparency, once considered a differentiator, has become the baseline. In this environment, simplicity is not a limitation, it is proof of integrity. “If something is genuinely good,” they say, “it should be easy to explain.”
Clean Labels, Real Taste
One of the biggest myths surrounding clean-label and minimally processed food is that taste must suffer. Founders across categories strongly disagree.
At The Baker’s Dozen, removing additives doesn’t mean compromising flavour, it means rethinking how food is made. “When you take shortcuts out of the process, you have to put effort somewhere else,” Handa and Jain explain. Better ingredients, better techniques, and more time become non-negotiable.
Taste, they argue, develops when food is allowed to follow its natural rhythm. Slow fermentation, whole ingredients, and patience often result in flavours that are more balanced, comforting, and familiar. Today’s consumers, increasingly fatigued by exaggerated or artificial tastes, appreciate this honesty. They want food that feels real, something they can trust and return to.
Letting Nature Lead
This belief finds a strong echo in the philosophy of Satyajit Hange, co-founder, Two Brothers Organic Farms. For him, the conversation around health and taste is no longer about trade-offs.
“In 2026, consumers don’t accept a compromise between health and taste,” Hange notes. “They expect food to nourish the body and delight the senses.”
At Two Brothers, health is defined not just nutritionally, but experientially. How food makes you feel, digestively, emotionally, and culturally, matters deeply. By working closely with farmers and avoiding chemical shortcuts, the brand allows the natural character of ingredients to shine.
“When food is grown right and processed minimally,” Hange explains, “taste becomes the proof of health, not the exception.” This is precisely why traditionally made staples like slow-cooked ghee are being rediscovered, not only for their functional benefits, but for their depth of flavour and sense of authenticity.
As Hange succinctly puts it: when the soil is alive and the plant is healthy, flavour follows.
The Quiet Decline of Food Fads
If clean labels represent how food is made, the resurgence of simple, familiar foods explains what people are choosing to eat.
Across categories, there is a noticeable move away from trend-driven products with long ingredient lists and imported health cues. Protein chips, synthetic energy bars, and novelty superfoods are slowly giving way to foods that feel rooted in everyday life.
“Simplicity has become aspirational,” says Hange. Consumers are returning to foods they understand, sattu laddoos, khapli-based snacks, jaggery-sweetened nut butters not because they are nostalgic, but because they are intelligible. These foods offer comfort, clarity, and consistency in an otherwise noisy wellness landscape.
The Baker’s Dozen echoes this sentiment from a different angle. Bread, they argue, doesn’t need replacing, it needs reimagining. When everyday foods are made honestly, they earn a place in daily routines. And real change, they believe, happens not through extremes, but through what people eat every single day.
Health Is Also About Systems and Freshness
While tradition and familiarity are powerful, modern consumers also expect precision and safety especially in fresh food categories. This is where operational transparency becomes as important as ingredient transparency.
Pratik Gupta, co-founder of Pluckk, believes healthy food today must remove doubt altogether. “It’s not just about nutrition,” he explains. “It’s about freshness, cleanliness, and safety.”
Shorter shelf-life products, particularly fresh fruits, vegetables, and meal kits, require systems that inspire confidence. At Pluckk, this is addressed through ozone washing, HACCP-certified processes, and end-to-end traceability. Consumers want to know how recently food was harvested and how it was handled and brands must be ready with answers.
For Gupta, transparency is not a story, it’s infrastructure.
No More Trade-Offs
Importantly, today’s consumer refuses to choose between taste, convenience, and health. Clean-label food is now expected to perform as well as indulgent alternatives.
Gupta points out that protein bars are judged like chocolates, and fresh juices with no added sugar are preferred for their taste, not despite their restraint. At Pluckk, this philosophy has translated into growth: no-added-sugar juices have doubled in six months, plant protein bars have grown fourfold, and frozen berries have seen a threefold increase.
The common thread? Familiar formats, upgraded with better ingredients and cleaner processes. Taste, Gupta insists, doesn’t come from additives, it comes from quality and execution.
A Return to Intentional Eating
Perhaps the most telling sign of this shift is that consumers are not trying to reinvent how they eat. They are simply eating more intentionally.
Demand for organic produce, traditional immunity-supporting foods like amla and turmeric, and simple frozen or ready formats that fit daily life is steadily rising. Health is no longer aspirational in the abstract, it is practical, repeatable, and grounded in trust.
In many ways, the future of healthy food looks a lot like its past: fewer ingredients, more care, and deeper respect for processes that take time. What has changed is awareness. Consumers today are informed, discerning, and unafraid to ask questions.
And in that questioning lies a quiet revolution, one where brands are no longer asked to shout claims, but to show their work.
