For years, people living with allergies have said the same thing: the system hasn’t kept up. In 2025, that finally began to change.
Across the UK, allergy safety moved higher up the public health agenda, with clearer standards, improved treatment options and growing recognition of the scale of allergies.
For Surrey-based entrepreneur and allergy campaigner Julianne Ponan MBE, 2025 marked a year where long-called-for change began to take shape, both nationally and through her work at allergen-free food brand Creative Nature.
Five ways allergy safety began to shift in 2025
1/ Allergy care moved beyond symptom management
In 2025, new immunotherapy treatments were approved for NHS use, offering longer-term options for people with severe allergies rather than simply masking symptoms. NHS England also updated how specialist allergy services should be delivered, reshaping care for those with complex and life-threatening conditions.
2/ Food safety expectations became clearer
Updated guidance from the Food Standards Agency reinforced the need for clear written allergen information for non-prepacked foods. For people eating out with allergies, this marked a practical but important improvement in everyday safety.
“These may sound like technical changes, but for people living with allergies they make a real difference,” said Julianne. “They affect whether you feel safe ordering food, travelling, or even taking part in everyday life.”
3/ Travel became a bigger focus for inclusion
Flying has long been one of the most stressful environments for allergy sufferers. In 2025, Creative Nature expanded its presence in travel and public spaces, including new airline partnerships designed to reduce risk and uncertainty while flying.
“For so many people with allergies, travel is one of the most anxiety-inducing experiences,” Julianne said. “Not knowing if there will be safe food, whether staff understand, or whether mistakes could happen. Being able to influence change in this space has been incredibly important to me.”
Julianne’s expertise was also recognised at an industry level. She will be judging the Onboard Hospitality Awards later this month and has been appointed Special Diets Ambassador for the World Travel Catering & Onboard Services Expo (WTCE) 2026, where she will continue advocating for safer onboard food provision.
4/ Public awareness focused on real-life impact
Alongside industry work, Julianne continued campaigning around the everyday realities faced by families managing allergies, including safer schools, improved allergy awareness, and reducing the anxiety that surrounds eating out, flying, birthday parties and social situations.
She also spoke at the Allergy & Free From Show in London, sharing practical guidance on travelling with anaphylaxis, from preparing safe snacks to communicating allergies abroad.
5/ Retail reflected changing expectations
In 2025, Creative Nature secured nationwide Tesco listings for its top 14 allergen-free Pancake and Waffle Mix, followed by the launch of its first children’s snack bar range. Both addressed common moments where people with allergies are often excluded, from family traditions to school lunchboxes.
Julianne’s leadership was recognised nationally when she was named Business Woman of the Year at the Enterprise Vision Awards. Later in the year, she was invited to 10 Downing Street for the annual Christmas light switch-on, reflecting her wider role advising government on small business issues as a member of the Small Business Council.
“Allergies are no longer something that can be treated as an afterthought,” Julianne said. “We’ve laid foundations, but this isn’t the end point. The next step is turning those foundations into everyday safety and confidence for people living with allergies.”
Creative Nature is a UK free-from food brand founded by allergy campaigner Julianne Ponan MBE. All products are free from the UK’s top 14 allergens and created to make everyday food safer and more inclusive.
For more information, visit https://www.creativenaturesuperfoods.co.uk