Supermarkets Want New Rules On HFSS Foods Delayed Again

Namnews, 23rd November 2021

A survey suggests that UK retailers need more time and clarity to prepare for the new government regulations that will limit the placement and promotion of high fat, salt and sugar (HFSS) products next year.

Carried out by AI nutrition technology company Spoon Guru, the survey shows that a quarter of respondents working in the top 11 supermarkets feel that they are uninformed about what the HFSS legislation will entail, which could lead to monetary penalties. The findings reveal that two thirds (61%) of respondents think the current delay to enforcing the new rules should be further increased by seven months or more.

The rules on product placing and multibuys of HFSS food are now due to come into force in October 2022 after the original deadline of April was extended during the summer following pressure from retailers and manufacturers. The government has yet to announce more detail on which products will be classed as HFSS foods. Supermarkets will have to assess brands as well their own label products to ensure they meet new regulations.

Over a third (35%) were found to be concerned that they will end up falling foul of the new rules and less than a fifth (18%) admitted that they don’t know where to begin with their preparations. In spite of this, 60% of the respondents acknowledged that they themselves have a key role to play in the HFSS legislation. This was followed by 46% believing that the Government needs to be involved and 42% stating that brands also have an integral role in the process.

“We understand why the government has delayed the enforcement of this legislation,” said Johanna Bolinder, Head of Health and Sustainability at Spoon Guru.

“The HFSS changes undoubtedly carry several bureaucratic hallmarks in that this is very complex legislation which many people are struggling to understand and implement.”

Outside of clearer guidelines, 41% think that technology can help them manage & execute new HFSS regulations.

Spoon Guru highlighted that its technology platform offers nutritionist-led categorisation of products to support retailers in meeting the new guidelines.

Sharon Bligh, Healthier Lives Director at The Consumer Goods Forum, commented: “The new HFSS regulations are designed to help shoppers make informed, healthy choices, but it’s essential we work collaboratively as an industry, and across sectors, to help them achieve maximum impact, and utilise available technology and communications methods to avoid creating further confusion for all involved.”