As the grocery and marketing industries await further news of the HFSS regulations set to come into force in October, we have recapped all there is to know to date…
How is HFSS product scoring calculated?
First, points for ‘A’ nutrients, that could be deemed as unhealthy – calories, saturated fat, total sugars, and sodium – are added together.
Then the score for ‘C’ nutrients – fruit, vegetables, nut content, fibre and protein – is subtracted from ‘A’ to give the final score.
This calculation is measured on 100g of the product, no matter the recommended serving size.
As for the scoring? A drink scoring 1 or more is HFSS, and food with a score of 4 or more is HFSS and will face restrictions.
What restrictions are already in place?
In-store location restrictions are already in-place for HFSS products, and have been since October 2022.
Large convenience stores (with over 50 workers and bigger than 2,000 square feet) are not allowed to display HFSS products:
- Near cash registers
- Close to checkout lines
- At the ends of store aisles
- Next to store entrances
This restriction has been implemented to try and reduce the impulse purchase of unhealthy snacks whilst consumers move through the store.
What’s next?
In October 2025, restrictions on advertising across a range of platforms will come into force, affecting HFSS products and brands deemed as ‘less healthy’. At this point there are still blurred lines as to the exact regulations, and the ASA is set to interpret the legislation this spring.
Regarding marketing, the new restrictions will cover television advertising, and a 9pm watershed will be placed on both television and video-on-demand platforms for any adverts that promote HFSS products or brands.
When it comes to promotions, volume promotions such as ‘buy one get one free’ will also disappear.
As HFSS regulations continue to evolve, one thing is clear: the food and marketing industries are entering a transformative period. These changes aren’t just about restricting unhealthy products, but about reshaping consumer choices, promoting healthier lifestyles, and creating a more responsible food ecosystem. Brands and marketers will need to be agile, innovative, and health-conscious to thrive in this new regulatory environment.