Partnership with Wildfarmed Marks New Step in Sustainable Ingredient Sourcing Strategy.
London, UK: Global food and beverage leader Nestlé has announced a partnership with Wildfarmed to incorporate regeneratively farmed British wheat into the production of its iconic KitKat chocolate bars in the United Kingdom.
Following successful production trials conducted last year at Nestlé’s York manufacturing facility in northern England, the company has now commenced commercial production using Wildfarmed wheat. The new KitKat bars are expected to reach retail shelves across the UK within the next four weeks.
According to Nestlé, 51% of the wheat used in each KitKat wafer will be sourced from Wildfarmed’s regenerative farming network, while the remaining wheat will continue to come from the company’s existing suppliers. Product packaging will remain unchanged during the rollout.
Supporting the Transition to Regenerative Agriculture
Nestlé stated that the decision to begin with a 51% inclusion rate reflects a balanced approach aimed at supporting farmers transitioning to regenerative agriculture while ensuring consistency in supply, quality, and production volumes.
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“Moving to regenerative farming at scale takes time. Our ambition is to increase the proportion over time. Using 51% allows us to support the transition, guarantee supply, quality and quantity, and test, learn and scale responsibly,” the company said.
The initiative forms part of Nestlé’s broader sustainability strategy, which aims to source 50% of its key agricultural ingredients from farms adopting regenerative agricultural practices by 2030.
What is Regenerative Agriculture?
Although there is currently no universally accepted definition of regenerative agriculture, the concept generally focuses on farming practices that improve soil health, increase biodiversity, enhance ecosystem resilience, and reduce environmental impacts.
Nestlé describes regenerative agriculture as a framework that incorporates elements of conservation agriculture, agroecology, cover cropping, reduced soil disturbance, and lower-input farming systems.
The company noted that flexibility remains important because farming conditions vary significantly across regions and climates.
“The absence of a formal definition of regenerative agriculture allows for pragmatism, adapting practices to local environmental conditions while encouraging innovation and collaboration with farmers,” Nestlé stated in its Agriculture Framework report.
Wildfarmed Expands Industry Influence
Founded in 2018, Wildfarmed has emerged as one of the UK’s leading advocates of regenerative farming. The company supplies wheat and flour to food manufacturers, retailers, and foodservice businesses while also marketing its own range of bakery products.
Wildfarmed products are currently available through major UK retailers including Tesco and Waitrose.
According to the company, regenerative farming practices can help improve soil fertility, increase biodiversity, and reduce carbon emissions while maintaining productive agricultural systems.
Industry Significance
Wildfarmed Chief Executive Officer and co-founder Edd Lees described the partnership as a milestone for the regenerative agriculture movement.
“Partnering with Nestlé to use regenerative British wheat is a major step forward in our mission to make regenerative farming the default rather than the exception, and to demonstrate that nature restoration can become part of mainstream consumer brands,” he said.
Industry analysts view the collaboration as an important example of how multinational food manufacturers are increasingly integrating sustainability considerations into ingredient sourcing decisions.
Growing Consumer Demand for Sustainable Products
The launch reflects a broader trend within the global food industry, where consumers are paying greater attention to environmental sustainability, climate resilience, and responsible sourcing practices.
Major food companies are responding by investing in supply chains that promote sustainable farming while reducing environmental footprints.
For Nestlé, incorporating regeneratively farmed wheat into one of the world’s most recognized confectionery brands represents a significant step toward achieving its long-term environmental and sustainability objectives.
As regenerative agriculture continues to gain momentum globally, partnerships between food manufacturers and agricultural producers are expected to play an increasingly important role in shaping the future of sustainable food production.
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