Food and Beverage Business
Consumer

Delayed Implementation of HFSS Promotional Restrictions until October 2025

Delayed Implementation of HFSS Promotional Restrictions until October 2025 delayed, HFSS, implementation, October, October 2025, Promotional, promotional restrictions, Restrictions Food and Beverage Business

The implementation of volume promotions restrictions in England will have an impact on convenience store businesses employing more than 50 individuals. The affected promotions include:

  • Utilizing multibuy promotions to offer a financial incentive for purchasing multiple items (e.g., ‘3 for £10’)
  • Providing free products or parts of products as part of a promotion (e.g., ‘buy one get one free’)
  • Combining promotions of HFSS (high in fat, salt, and sugar) products with non-food items (e.g., ‘buy a soft drink and get a newspaper free’)

It’s important to note that these regulations only apply to England, as Wales and Scotland are currently undergoing consultations to develop their own HFSS regulations.

Speaking on the matter, ACS chief executive James Lowman stated: “This delay in banning volume promotions across a wide range of products will be positively received by consumers, who are already facing challenges related to inflation. The legislation could have further increased shopping bills, which is why this news comes as a relief for our members. They are already dealing with issues such as high energy prices, rising interest rates, and increasing product costs from suppliers. It’s crucial to highlight that a larger number of stores are affected by these regulations compared to the location restrictions on products, which were implemented last year and only apply to stores with an area exceeding 2,000 square feet.”

“The extended timeframe offers an opportunity for Wales and Scotland, both of which are considering independent approaches to HFSS regulations, to align their regulations with those enforced in England. This alignment is essential to prevent confusion and unnecessary complications for customers, retailers, and suppliers. We will continue to advocate for regulations that are proportionate and effective, supported by evidence that they will genuinely address the issue of obesity.”

ACS has created comprehensive guidance on all aspects of the HFSS regulations, including the location restrictions that came into effect in October 2022. You can find the guidance document here.

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