The UK grocery landscape is undergoing one of the most significant shifts in recent years. The government’s new HFSS (High Fat, Salt and Sugar) regulations are now in force, reshaping how food and drink brands can promote, place, and advertise their products. The goal is clear: to reduce children’s exposure to less healthy products and encourage healthier shopping habits. But for brands, retailers, and agencies, the implications are complex – and the opportunities to adapt are critical.
The scope is wide, covering categories from confectionery, crisps and savoury snacks, cakes, and desserts, to sugary soft drinks, pizzas, ready meals, and breakfast cereals.
For FMCG giants and household names, these restrictions reduce access to traditional sales levers: impulse placements, promotional mechanics, and mass advertising. Brands are responding in several ways:
Meal deals remain exempt from the rules – but scrutiny is increasing. Retailers are under pressure to include healthier snacks and drinks, nudging consumers towards water, fruit, or baked alternatives.
At CPM UK, we understand that regulatory change, like the new HFSS regulations, is disruptive – but it’s also an opportunity. Our merchandising and analytics capabilities are designed to help brands stay compliant while protecting sales and visibility.
The new HFSS regulation marks a turning point in UK grocery. The brands that win will be those that adapt – through smarter merchandising, sharper analytics, and a relentless focus on helping shoppers find healthier choices without compromising brand equity.
At CPM UK, we’re ready to partner with you on this journey.