HFSS Legislation: A Game-Changer for Food and Drink Marketing

The UK government is implementing strict regulations on the promotion of high-fat, salt, and sugar (HFSS) foods to combat obesity and encourage healthier consumer habits. This legislation, which restricts advertising and placement of less healthy products, is set to significantly impact manufacturers, retailers, and marketers.

What Does HFSS Mean?

HFSS refers to food and drink products classified as less healthy based on the Nutrient Profiling Model developed by Public Health England. These include products such as sugary snacks, soft drinks, crisps, and other processed items. The aim is to reduce the over-consumption of these products, particularly among children and young people.

What the Ban Covers

From October 2025, new rules will limit how HFSS products are marketed:

• TV Advertising: A watershed ban prohibits HFSS product advertisements on TV before 9 pm.
• Online Advertising: Paid online ads for HFSS products will also be restricted across social media, apps, and websites.
• In-Store Placement: HFSS products will face restrictions on prominent displays such as aisle ends, checkouts, and entrances.

The legislation applies to 13 categories of HFSS foods and beverages, including confectionery, cakes, savoury snacks, and ready meals. Certain exemptions exist, such as products marketed exclusively to adults or items in very small businesses.

Implications for Businesses

This change presents challenges for medium and large companies with 50 or more employees that sell pre-packaged food online and in stores. Adjusting to the legislation may involve reformulating products, redesigning packaging, or shifting marketing strategies toward healthier offerings. Retailers will also need to redesign store layouts to comply with in-store placement rules.

How Mimea Can Help

At Mimea, we understand the pressures that come with changing regulations. We offer a wide range of ingredients, including healthy alternatives to traditional additives, allowing you to stay ahead of compliance challenges. Whether it’s natural flavourings or plant-based options, our products can help you innovate while maintaining consumer appeal.

Here are some alternatives to consider:

• Sugar Alternatives: For manufacturers looking to reduce or eliminate sugar in their formulations, we offer options such as Stevia. This natural sweetener can help maintain the desired sweetness of products without contributing to the high sugar content that would fall under HFSS regulations.
• Salt Alternatives: Reducing sodium content is a key focus in many reformulations. Our range includes Seaweeds like Irish Moss and Bladderwrack. These ingredients not only provide a healthy alternative to traditional salt but also offer unique flavours and nutritional benefits, making them ideal for manufacturers looking to innovate in the low-sodium space.
• MSG Alternatives: MSG is used to enhance the savoury flavours in foods. Various herbs such as garlic, rosemary and peppercorns add a spicy, savoury flavour to foods. Other spices such as turmeric are good alternatives to MSG and add warmth to any dish.

Conclusion

The HFSS legislation reflects a broader shift towards health-focused consumer policies. Businesses in the food and drink sector must adapt to these changes, using them as an opportunity to innovate and align with market trends. At Mimea, we are committed to supporting your transition by supplying the highest-quality ingredients that meet evolving standards.

For further details, you can read more about the legislation on the UK Government’s website.