Making sense of HFSS
Making sense of HFSS.
HFSS is a group of food and drinks categorised as high in saturated fat, salt and sugar.
H = High
F = Fat
S = Salt
S = Sugar
The HFSS restrictions are a set of regulations which affect the promotion of HFSS foods.
The restrictions are intended to improve public health and tackle the rising rates of obesity in the UK, particularly in children.
In October 2022, the UK government introduced the first set of restrictions which relates to where HFSS foods are sold in store.
This means HFSS foods can no longer be displayed on store entrances, aisle ends or checkouts.
So, what do brands and retailers need to know about HFSS?
HFSS foods are classified based on the Department of Health’s nutrient profiling.
Points are allocated on the basis of 100g of food and drink for ‘unhealthy’ and ‘healthy’ nutrients.
The final score is calculated by: unhealthy points - healthy points = final HFSS score.
Foods equal to or less than 4 points classify as HFSS.
Drinks equal to or less than 1 classify as HFSS.
The legislation affects the following food and drinks:
Soft drinks with added sugar
Juice drinks with added sugar
Milk drinks with added sugar
Crisps and savoury snacks
Breakfast cereal
Chocolate confectionary
Sugar confectionary
Ice cream
Cakes
Sweet biscuits
Morning goods
Pudding and dairy desserts
Yoghurts
Pizza
Chips and potato products
Family meal centres
Ready meals
Breaded and battered products
Main meals (out-of-home)
Starters, sides and small plates (out of home)
Children’s meal bundles (out of home)
Sandwiches (out of home)
What’s next for HFSS?
There are more restrictions to come in future such as bans on promotion of HFSS foods and drinks e.g. ‘buy one get one free’ or ‘3 for 2’ offers both in store/online, which are planned for October 2023.
In January 2024, a ban on advertising of HFSS foods and drinks before 9pm has also been proposed which includes paid for advertising online and TV.
Consumers should already be seeing the impact of the most recent restrictions which came into effect in October 2022 and retailers, as well as brands, should prepare for the changes ahead as part of the government’s strategy on reducing the prevalence of obesity.
Although the future of the HFSS restrictions have been uncertain at times due to changes in government and policy, retailer’s commitment to adhere to the HFSS regulations reflects the changing tide of conscious consumers demanding healthier options. This means brands and retailers can be partners in helping consumers to lead healthy lifestyles and can add value in new and unique ways.
If you’re looking for advice on how to navigate the HFSS restrictions, get in touch.
References:
Department of Health and Social Care, 2022. Available online: https://www.gov.uk/government/publications/restricting-promotions-of-products-high-in-fat-sugar-or-salt-by-location-and-by-volume-price/restricting-promotions-of-products-high-in-fat-sugar-or-salt-by-location-and-by-volume-price-implementation-guidance