Health and Human Services Secretary Robert F. Kennedy Jr. dropped new dietary guidelines this week that have food companies, health experts, and budget-conscious shoppers doing double takes. The recommendations, quickly dubbed the "new food pyramid," essentially flip the 1990s food guidance upside down. But there's a pretty significant catch: eating this way isn't cheap.

Here's what the new guidelines mean for your wallet and which companies stand to gain or lose if Americans actually follow them.

Turning the Food Pyramid Upside Down

Since joining the Trump administration, Kennedy has made "Make America Healthy Again" his rallying cry. That means cooking with beef tallow instead of seed oils, eliminating artificial food dyes, and championing unprocessed foods. This week's pyramid unveiling takes those ideas and packages them into official-looking guidance that's nearly the inverse of what many Americans grew up with.

Remember the old pyramid? Grains formed the foundation, with recommendations to consume 6-11 servings daily of bread, cereal, rice, and pasta. The new version flips that script entirely.

Kennedy's inverted pyramid puts protein, dairy, fruits, and vegetables at the top as primary dietary staples, while whole grains get relegated to the smallest space at the bottom.

"As secretary of Health and Human Services, my message is clear: Eat real food," Kennedy said, positioning the changes as a complete reset of federal nutrition recommendations.

"Today, our government declares war on added sugar, highly processed foods."

The guidelines specifically champion whole milk, butter, and red meat. That emphasis on red meat runs counter to many modern nutritional studies that recommend limiting red meat consumption to reduce health risks. The timing also creates an interesting tension: food prices have already climbed significantly for many families, making healthy eating more financially challenging than ever.

The New York Post crunched the numbers using Whole Foods prices to estimate what following Kennedy's guidelines would actually cost. The result? About $175 per person per week.

Do the math for a family of four and you're looking at $36,400 annually, or $9,100 per person. Depending on household income, that could represent a dramatically larger chunk of monthly expenses than families currently spend on food.

Winners and Losers in the Stock Market

Kennedy hasn't been shy about criticizing the food industry, and his new guidelines put some major players in an uncomfortable spotlight. Big beverage companies like PepsiCo (PEP) and Coca-Cola (KO) are back under scrutiny with the renewed focus on eliminating sugar-sweetened drinks.

General Mills (GIS), Kraft Heinz, Kellogg's, and other processed food giants now face potential pressure to reformulate products and figure out new marketing strategies for items the administration says Americans should consume less of.

On the flip side, meat producers could see a boost. Companies like Tyson Foods (TSN) and Seaboard Corporation (SEB) stand to benefit from the emphasis on high-protein foods, particularly red meat.

Fresh produce companies such as Fresh Del Monte Produce (FDP) and Dole Plc (DOLE) could also emerge as winners given the stronger focus on fruits and vegetables as dietary cornerstones.

Kennedy has publicly praised Steak 'n Shake, which is owned by Biglari Holdings (BH), for switching to beef tallow for cooking. That restaurant chain and others focused on burgers and meat-centric menus like Texas Roadhouse Inc (TXRH) could see tailwinds from the new guidelines.

The shift toward healthier, less processed eating could also shine a spotlight on companies already positioned in that space. Think Sprouts Farmers Market (SFM), Chipotle Mexican Grill (CMG), and Whole Foods, which is owned by Amazon.com Inc (AMZN).

Of course, the big question is how many consumers will actually adopt these guidelines. The $36,400 annual price tag puts Kennedy's recommended diet out of reach for many American families. But even partial adoption by a subset of consumers could shift purchasing patterns enough to impact how food companies are valued and affect their financial performance going forward.