The Labour government has announced plans to cancel imminent junk food regulations that would have banned multibuy deals on HFSS (high in fat, salt, and sugar) food and drinks.
This policy shift is highlighted in the newly released NHS 10-year plan—a strategy aimed at revitalizing the NHS to ensure it is “fit for the future.”
The buy-one-get-one-free (BOGOF) ban, initially introduced by the 2022-2024 Sunak Conservative Government, has faced multiple delays. Originally slated for October 2022, its implementation was postponed due to industry lobbying and concerns regarding necessary store layout modifications amid prevailing high inflation.
Out with BOGOF, in with ‘smarter regulation’
The HFSS multibuy regulations are currently set to take effect on October 1, 2025. Nevertheless, the Labour Government has indicated its intention to repeal this legislation, instead advocating for an approach it defines as “smarter regulation.”
“The previous government legislated to introduce restrictions on the volume price promotions retailers can offer, including a ban on buy-one-get-one-free deals on unhealthy food. These measures will come into force on October 1, 2025. By introducing smarter regulation, focused on outcomes, we expect to be able to repeal legislation restricting volume price promotions and aisle placement,” states the ‘Fit for the Future’ strategy document.
Mandatory Healthy Food Sales Reporting
This suggests a potential U-turn, but it is reframed as part of a comprehensive strategy to combat obesity, which includes the introduction of mandatory healthy food sales reporting—a pioneering move promised by the end of Parliament for all large food companies.
Using this reporting system, Labour plans to establish new targets aimed at increasing the healthiness of food sales across all communities. Additionally, they intend to collaborate with the Food Strategy Advisory Board on the effective sequencing of this policy’s implementation.
“Targets will be mandatory, but companies will have the freedom to determine how to achieve them, whether through reformulation, layout adjustments, the introduction of new healthy products, or modifications to customer incentive and loyalty schemes,” the strategy outlines.
Updating Nutrient Profile Modelling
Another key aspect of the plan includes updating the criteria used to classify foods as healthy, with Labour asserting that the 2004 Nutrient Profile Model is outdated.
“Current food and advertising and promotion restrictions rely on the 2004 nutrient profile model to categorize which foods are more or less healthy. This is plainly out of date, and we will update these standards. We estimate that this simple modernization of existing regulations could reduce adult obesity cases by nearly 170,000,” the plan states.
Addressing Childhood Obesity
Although a U-turn on BOGOF is likely, Labour has reiterated its commitment to its manifesto promises, which include restricting junk food advertising aimed at children, prohibiting the sale of high-caffeine energy drinks to individuals under 16, and empowering local councils to block new fast-food outlets near schools through revised planning policies.
The report estimates that the energy drink ban alone could lower childhood obesity rates by 0.4 percentage points, resulting in health benefits worth £7.7 billion.
Moreover, in collaboration with the Department for Education, Labour aims to amend school food standards legislation, ensuring that all schools provide healthy, nutritious options—an initiative projected to potentially reduce childhood obesity by up to 1.8 percentage points.
Weight Loss Drugs
The Labour Government is also working to establish partnerships within the industry to explore new models for delivering weight loss services and treatments to patients.
This initiative aims to enhance accessibility following a surge in demand for GLP-1 medications, which approximately 1.5 million people are currently utilizing. The government recognizes this widespread appeal as potentially “transformative” in improving population health but notes its affordability remains a concern for those who need it most.