Shoppers could face higher prices on everyday items such as cereal, yoghurt and fruit juice under tougher Government rules designed to restrict promotions on less healthy foods. Ministers are considering updating the criteria used to classify foods as less healthy, replacing a nutrient profiling model introduced in 2004 with a newer version from 2018.
Which Products Could Be Affected?
The proposed changes could see products including bran flakes, Shreddies, fruit yoghurts and even sugar-free fruit drinks fall under restrictions on promotions. Supermarkets are already banned from offering multibuy deals, such as three-for-two offers, on products classed as high in fat, sugar and salt (HFSS).
Examples of potential price increases include a three-for-£6 deal on Quaker Golden Syrup porridge at Asda, which could rise to £11.25 if the offer were removed, an increase of £5.25. A three-for-£5 deal on orange juice at Asda could rise to £6, while two packs of Nestlé Shreddies at Morrisons could increase from £5 to £7.
Government Defends the Proposals
The Government says the existing model is outdated and does not reflect the latest dietary advice. It argues that tackling childhood obesity is essential, with obesity estimated to cost the NHS around £9.3 billion a year.
A Government spokesman said: "The previous Nutrient Profiling Model is 20 years old and does not reflect latest dietary advice. We are considering the responses, and will continue to be guided by the evidence on what will best help to tackle the concerning rates of childhood obesity."
The spokesman added: "Tackling the cost of living is a priority for this Government and we will ensure any changes help families make healthier choices while keeping food affordable."
Industry and Critics Raise Concerns
Critics have warned that the changes could add to the cost of living pressures facing families, while potentially affecting products that can form part of a balanced diet. Kate Halliwell, of the Food and Drink Federation, said the changes could see products such as wholegrain cereals and fruit yoghurts classed as less healthy, The Sun reports.
She added: "It will also jeopardise businesses' ability to keep investing in creating options that make it easier for people to make simple swaps to improve their health. And this is all at the same time as companies are struggling to keep prices down in the face of wars in Iran and Ukraine, record heatwaves across Europe this summer, and skyrocketing packaging costs."
A final decision on the proposals is expected shortly.
