Key Takeaways from the Make America Healthy Again Strategic Plan

The new Make America Healthy Again (MAHA) Strategic Plan, led by Secretary Kennedy, lays out priorities that will influence food policy, nutrition guidance, and industry practices for years to come. 

On September 16, 2025, the Portion Balance Coalition held a briefing call with nutrition and policy expert, Joy Dubost, PhD, RD. Below are the meeting notes from the call.

1. New Focus Areas

• Food allergies: For the first time, FDA will issue guidance on diagnostics and treatments, and recommend clearer ingredient disclosures.

• Healthy dining out: Restaurants are in the spotlight. The government will partner with them to offer and promote healthy, age-appropriate menu options for kids.

2. Deregulation & Choice

• Whole milk returns to schools. Federal programs may allow whole milk alongside reduced-fat options, rolling back long-standing fat-content mandates.

3. Dietary Guidelines (DGAs) on the Horizon

• Release expected by end of year, at earliest October (covering 2025-2030). Kennedy promises a concise, easy-to-read document. The updated DGA’s will recommend whole foods, including dairy, meats, fruits, vegetables; limits on added sugars and ultra-processed foods.

• Questions remain about sodium and saturated fat targets, but there’s no signal that fruit/vegetable recommendations will be lowered.

4. Ultra-Processed Foods & Ingredient Oversight

• “Ultra-processed” and “highly processed” are being used interchangeably. Expect stronger language about limiting these foods.

• On a side note, California has introduced a bill defining UPF particularly focused on school meals. It's awaiting Governor Newsom's signature to put into law.

FDA is also reviewing how to redefine the “generally recognized as safe” (GRAS) process, which could reshape ingredient approvals. We are anticipating the release of the proposed regulations by the FDA in October. 

5. Research & Definitions

• The plan calls for more studies—especially on ultra-processed foods—funded through NIH or university partnerships with an emphasis on transparency.

• The regulated definition of “healthy” remains intact; industry now awaits an official logo to accompany it.

6. A State-First Strategy

Kennedy appears to be advancing MAHA by encouraging state and local action—through SNAP waivers, bans on ultra-processed foods and specific ingredients, and other measures—before pressing for federal regulations. This bottom-up tactic could create uneven regulations in the short term but may eventually drive federal unification, as seen with menu labeling in the past.

7. Industry Implications

Overall, the report drew more support than pushback from food and restaurant groups. Still, companies should prepare for:

• Stricter scrutiny of ultra-processed foods.

• Updates to the current regulations on ingredient safety reviews (GRAS).

• Education campaigns tied to the new DGAs.

• Growing state initiatives that may outpace federal policy.

The Bottom Line

The MAHA Strategic Plan blends deregulation (like whole milk in schools) with new oversight (GRAS, ultra-processed foods). Its emphasis on whole foods, fewer added sugars, and nutrition education reflects a broader effort to re-center U.S. nutrition policy on “real food” and healthier patterns. For businesses, health professionals, and advocates, staying engaged—through working groups and public comment opportunities—will be essential as agencies turn this roadmap into action.