3 key challenges facing HFSS food and drink brands
HFSS brands in the UK that are unable to reformulate to achieve a lower Nutrient Profile Score or simply choose not to, will need to face into some of the […]
As part of its Childhood Obesity Plan, the UK government is introducing widespread restrictions that will severely impact the way in which certain products that are high in fat, sugar and salt (HFSS) are promoted and advertised.
The food and drinks on the hit list and in scope include pre-packaged products such as soft drinks with added sugar, chocolate bars, crisps, ice cream, shop-bought sandwiches, cakes, and pizza. Food and drinks will be scored using the Nutrient Profiling Model (NPM). A score of 4 or more for food and one or more for a drink using the NPM will mean an HFSS ad ban.
It’s a move that will make the UK one of the hardest and most regulated markets in the world to communicate HFSS products.
Let’s start by looking at what the new restrictions are, there are two parts. The first relates to the promotional locations and promotional mechanisms that can be used in store and online (due to come in effect in October 2022), and the second relates to how brands can be advertised including a total online advertising ban (due to come into effect in January 2023).
Changes to the type of promotions and where they are located in store will bring about big changes to the level and visibility that ‘unhealthy’ products will have in front of shoppers both in physical stores and when shopping online. It’s hoped this will discourage impulse purchasing of HFSS products.
In scope:
Exemptions:
Businesses in scope:
Exemptions:
There will be significant changes to way HFSS products can be advertised. We will be exploring much more about the impact and opportunities that these changes present to brands in future blogs but first let’s outline what the restrictions are.
Advertising in scope:
Exemptions:
Businesses in scope:
The changes to both advertising and promotions will bring about seismic changes to not just the physical availability of HFSS products but also to the mental availability. This requires a radical rethink for brands and marketeers in terms of their advertising and promotional strategies but also for R&D teams in terms of future NPD and product reformulation.
HFSS brands in the UK that are unable to reformulate to achieve a lower Nutrient Profile Score or simply choose not to, will need to face into some of the […]