Tesco’s £20m Bramble bet puts ‘food as health’ thesis to the test

Tesco has invested £20 million as the anchor backer of Henry Dimbleby’s Bramble Fund, which aims to support startups making the food system healthier, more sustainable, and more affordable. The partnership provides not only funding but also opportunities for innovation testing within Tesco’s supply chain, reflecting the retailer’s broader strategy to view health-focused food as a commercial opportunity. However, the initiative faces challenges in convincing mainstream consumers to pay more for healthier options amid a widening price gap between healthy and less healthy foods and ongoing cost-of-living pressures.