Retailers are reminded that from 1 October 2025, regulations restricting the promotion of products high in fat, salt and sugar (HFSS) will come into force in England.
Under the new rules, volume-based promotions on HFSS products will be banned, meaning retailers will no longer be able to offer:
- Multi-buy deals such as “3 for £10”
- Free product incentives like “Buy One Get One Free” (BOGOF) or “50% extra free”
- Loyalty point incentives on HFSS items
- Promotions on party-style platters containing HFSS items
"Meal deals" and pre-packaged multipack offers will still be permitted under the legislation.
The regulations apply to businesses with 50 or more employees regardless of store floor space size. Importantly, symbol group or franchise retailers may also fall within scope, depending on how staffing and operations are structured. Retailers unsure about their status should contact their symbol group head office for clarification.
The restrictions affect specific categories of prepacked food and drink. Within these categories, products are assessed against the government’s nutrient profiling model to determine whether they meet HFSS criteria. Affected categories include items such as breakfast cereals, yoghurts, cakes, ready meals, confectionery, and soft drinks.
Despite recent commentary in the Government’s Ten-Year Health Strategy suggesting potential repeal, the HFSS promotion restrictions are still going ahead as planned. Businesses should continue preparations to ensure compliance by the October deadline.
To support retailers, ACS has developed a summary of the measures explaining the upcoming changes, along with our comprehensive Assured Advice guide.
View the ACS HFSS Guidance Slide Deck here.
Download the ACS Assured Advice HFSS Guidance here.
