HFSS—high (saturated) fat, sugar, and salt—regulations mark one of the most sweeping changes in food marketing legislation in the UK. Designed to combat obesity and promote healthier eating habits, these rules target products high in saturated fat, sugar, and salt by imposing strict limitations on how they can be marketed, advertised, and promoted. Ensuring compliance with HFSS regulations demands innovative solutions and bold reformulation strategies so brands can not only meet legal requirements, but also be socially responsible, facilitating healthier eating choices for consumers.
A legislative look backward and forward
This legislative push began on October 1, 2022, when placement restrictions came into effect in England only, banning HFSS products from prominent retail positions like aisle ends and checkouts in larger retailers (those over 2,000 sq. ft. and with more than 50 staff), such as supermarkets. While a series of additional measures in England—such as bans on TV and online paid advertising for HFSS products and volume promotions like “Buy One, Get One Free”—were originally scheduled for the same date, they were delayed. Now, the advertising and volume promotion bans are set to come into force in England on October 1, 2025. At the same time, the advertising restrictions will be applied UK-wide—affecting Wales, Scotland, and Northern Ireland as well.
Wales is expected to implement similar placement/promotion restrictions in 2025, but Scotland has yet to confirm the roll out timing of its own measures. Northern Ireland is the only UK country that hasn’t yet confirmed whether it plans to introduce similar legislation.
The sweeping nature of these regulations signals a pivotal moment for brands offering products within the UK. Compliance isn’t just about adhering to the rules—it’s about redefining product strategies to maintain visibility, consumer trust, and market share.
HFSS hits the headlines: What’s changing?
The upcoming HFSS advertising and volume promotions bans mark a seismic shift for food and beverage (F&B) marketing. Scheduled for October 1, 2025, these measures include:
- TV advertising: A pre-9 PM watershed ban on HFSS product commercials.
- Online advertising: Severe limitations on HFSS product promotions via paid digital channels.
- Volume promotions: Restrictions on popular deals like “Buy One, Get One Free” and multi-buy discounts.
Building on the placement restrictions enforced in 2022, these additional measures aim to minimise children’s exposure to unhealthy foods while nudging all consumers toward healthier choices.
Research shows that price promotions and product placement significantly drive HFSS food sales, with end-of-aisle promotions increasing sugary drink sales by 51.7%. However, early HFSS restrictions are already having an impact, with healthier product sales up 5.6% and non-compliant products seeing a 5.1% decline, according to The Grocer and Kantar data. These early results underscore the effectiveness of HFSS regulations in nudging consumers toward healthier choices and creating a more balanced food retail environment.
Decoding HFSS: Who is affected and how it works
HFSS legislation impacts food manufacturers, brands, and retailers operating within the UK or exporting to the region. The rules apply to specific product categories such as soft drinks, confectionery, and ready meals, among others. Any product scoring above the threshold in the Government Nutrient Profile Model is classified as HFSS.
Foods are scored using a balanced approach that weighs both their nutritional drawbacks and benefits. Points are added for components like calories, fats, sugars, and sodium—factors that contribute to HFSS classification. Conversely, points are subtracted for beneficial nutrients such as fibre, protein, and fruit or vegetable content, reflecting their positive impact on overall health.
A score of 4 or more for foods—or 1 or more for drinks—earns the HFSS designation. For instance, a snack dense in sugar and fat but lacking fibre or protein will likely exceed the threshold. In contrast, products enriched with healthier ingredients (or lower quantities of unhealthier ingredients) can offset negative scores, offering brands a strategic pathway to avoid the HFSS label and navigate these stringent regulations.
Navigating the aisle: Key product categories affected
The HFSS regulations apply to the following categories:
- Prepared Soft Drinks
- Crisps and Savory Snacks
- Breakfast Cereals
- Chocolate and Sweets
- Ice Cream and Frozen Desserts
- Cakes and Cupcakes
- Sweet Biscuits and Snack Bars
- Morning Goods (e.g., pastries and scones)
- Desserts and Puddings
- Sweetened Yogurt and Fromage Frais
- Pizza
- Chips and Potato Products
- Ready Meals and Breaded Products
For a detailed breakdown of affected items within each category, refer to the UK government’s guidelines.
Recipe for compliance: Solutions for HFSS challenges
For F&B brands, compliance requires strategic reformulation. To avoid restrictions or penalties, brands can:
- Reformulate recipes: Adjust ingredient profiles or quantities to reduce saturated fat, sugar, or salt levels, making products compliant with HFSS standards.
- Develop alternative versions: Create healthier product lines alongside traditional offerings to maintain market presence.
- Innovate healthier products: Formulate all-new product lines that meet healthy nutrition targets and comply with HFSS regulations.
TraceGains’ Formula Management, featuring NutriCalc, offers an integrated solution for managing HFSS compliance. With NutriCalc’s HFSS score report, brands can:
- Calculate HFSS scores for recipes.
- Experiment with ingredient substitutions / quantities to achieve compliance.
- Generate accurate ingredient declarations and nutrition information.
How do I check my products’ HFSS Scores?
Calculate your products’ HFSS scores with NutriCalc’s HFSS Score Calculator. Experiment with reformulations and see how small changes can make a big difference. Watch a demo below.
HFSS Compliance: Why food brands must act now
With the October 2025 deadline fast approaching, the time to act is now. Reformulating recipes or introducing new product lines not only ensures compliance but also positions your brand as a proactive industry leader in health-conscious innovation.
Navigating HFSS compliance can be challenging, but TraceGains makes it easier. Discover how our solutions can help you reformulate recipes, manage compliance, and stay ahead of regulations. Explore TraceGains New Product Development suite of products, including Formula Management and NutriCalc today to ensure your products are HFSS-ready.
