The UK has implemented legislation to encourage healthier choices for shoppers by controlling the placement of products high in fat, sugar, and salt, or HFSS. To comply with the new regulations, retailers must restrict the placement of HFSS product categories in high-traffic areas of their stores, such as checkouts and designated queueing areas. Furthermore, restrictions will come into force this October on HFSS products purchased through volume promotions, such as “buy-one-get-one-free” offers. Isolation during the pandemic has led consumers to prioritize health and well-being, while still craving indulgence. This has influenced their choice of food and drink, leading to an increased demand for healthier food options without sacrificing taste.
Jnck Bakery has launched a range of premium cookies that have 90% less sugar, 50% less saturated fat, three times more protein, and five times more fiber compared to existing products on UK shelves. The company has used a range of techniques to modulate sweetness and maintain the desired texture and taste. The range is rated non-HFSS with a “nutriscore” of zero, using ingredients like prebiotic fiber for gut health and pea protein for satiation. Nestlé has developed a non-HFSS range of sharing gummy sweets, made with real fruit juice and containing 30% less sugar and no artificial flavorings, colorings, or sweeteners. Shoppers are increasingly looking for lower-calorie soft drinks that retain their fruity flavor, and retailers must stock a range of brands shoppers know and love in lower calorie formats to satisfy this demand.
Soft drinks are a key impulse purchase. Ranging HFSS-compliant low-sugar drinks in high-traffic areas helps drive sales. Coca-Cola Europacific Partners (CCEP) has identified low and no sugar options as a key driver to unlock growth opportunities in the soft drinks category. CCEP’s light colas range, with several zero-sugar flavored carbonates, including Fanta Zero and Dr Pepper Zero, have up to 86% HFSS-compliance. Suntory Beverage & Food GB&I offers advice to independent convenience retailers to help them range HFSS-compliant low-sugar drinks and make them easier to find when browsing the category.
Perfetti Van Melle advises retailers to offer sugar-free products in their confectionery range, using versatile flavors, textures, and formats that provide choice to shoppers. They suggest cross-merchandised fixtures in-store, clearly signposted sections, and counter-top units ideally situated close to the main till-point to drive impulse sales. As consumers become increasingly health conscious and cost-conscious, retailers must continue to support healthier choices for their customers, providing quality, waste, convenience, and value to better meet their needs.
