Shoppers in Wales could see the cost of everyday staples such as wholegrain cereals, fruit yoghurts, oat milk and smoothies rise under proposed changes to healthy eating guidelines.
The regulations covering the advertising and promotion of foods classified as 'less healthy' could be overhauled, potentially bringing these products within existing restrictions on multibuy promotions and advertising.
New nutrient profiling model proposed
According to The Grocery Gazette, the new proposals would introduce a new nutrient profiling model. This could bring everyday products within existing restrictions on multibuy promotions and advertising.
Industry leaders are concerned that the tougher regulations will see previously healthy foods reclassified as junk, despite manufacturers having invested heavily in reformulating their recipes to comply with the previous guidelines.
Impact on supermarket prices
Shoppers could face a significant blow to their finances. At Morrisons, purchasing ten fat-free Müller Light yoghurts individually would cost £9.50, compared to just £4 under the current multibuy deal.
Meanwhile, at Asda, ten Quaker golden syrup porridge pots would rise from £6 on promotion to £11.25 when bought separately.
Critics warn that scrapping these multibuy discounts will drive up the cost of everyday food for hard-pressed families.
Industry response and government position
Major food brands are hitting back at the proposals. Industry giants including Asda, KFC, and Mars have co-signed a letter to the Prime Minister, cautioning that frequent regulatory changes breed confusion and drive up costs for businesses.
Firms say that repeatedly shifting the boundaries wastes the millions already invested in making food healthier, and could halt the development of improved products further down the line.
The government has stood by the proposals, with health officials saying that the regulations require updating to reflect modern guidance — particularly when it comes to the reduction of sugar consumption.
Under the proposed measures, a greater number of foods classified as "unhealthy" would face bans from television advertising before the 9pm watershed, restrictions on paid online promotions, and removal from supermarket multibuy offers.
The government is looking to allow businesses 12 months to adapt, though the proposals have yet to be set in stone. A spokesperson said that keeping food affordable while encouraging healthier eating habits remains the main objective as they consider the responses received.
