Most foodservice growth strategies will fail in 2026. Not because of a lack of investment. Or ambition, but because the market has structurally changed – and too many strategies haven’t changed with it.

From plant-based burgers to a UPF backlash. Protein shakes to whole-food simplicity. Sugar-free sweeteners to ‘treat culture’. The UK’s food and drink habits are constantly changing, often contradictory and - without the right data - rarely predictable.

In today’s ultra-competitive foodservice market, almost every supplier is investing in a growth strategy, but with mixed success. Despite sinking budget into more data, more campaigns and more sales activity, growth, for many, is stalling. 

From McCain to Oreo, B2C’s biggest food and drink brands have long sold one idea: we’re the only choice for you. It’s brand marketing at its best - sustained, consistent messaging that builds trust and preference way ahead of a purchase decision.

Fresh from being named B2B Marketing’s UK Agency of the Year, we’ve been reflecting on what’s really driving strategic performance in the Away From Home (AFH) channel right now. For Omne, dashboards provide the inputs - but it's human expertise that turns insight into impact.