Shoppers could soon face higher prices on everyday staples such as wholegrain cereals, fruit yoghurts, oat milk and smoothies under proposed changes to healthy eating guidelines. The updated rules would bring these products within existing restrictions on multibuy promotions and advertising, according to The Grocer.
What the Proposed Changes Mean
The new plans would introduce an updated nutrient profiling model. This could place previously healthy foods under tighter restrictions, even though companies have spent significant sums reformulating their recipes to meet the old guidelines. Industry bosses worry the stricter rules will label these products as junk food.
Critics warn that banning multibuy discounts will push up the cost of everyday food for struggling families. Specific examples illustrate the potential impact: at Morrisons, buying ten fat-free Müller Light yoghurts individually would cost £9.50, compared to just £4 on the current multibuy deal. At Asda, ten Quaker golden syrup porridge pots would jump from £6 on offer to £11.25 when bought separately.
Industry and Government Responses
Major brands including Asda, KFC, and Mars have signed a joint letter to the Prime Minister, warning that constant rule changes create confusion and increase business costs. Companies argue that repeatedly moving the goalposts wastes the millions already spent on making food healthier and could discourage future innovation.
The government has defended the proposals. Health officials insist the rules need updating to match modern advice, especially regarding sugar reduction. Under the new plans, more foods classed as "unhealthy" would be banned from TV ads before 9pm, blocked from paid online promotions, and removed from supermarket multibuy deals.
Next Steps
The government wants to give businesses 12 months to prepare, though the plans are not yet finalised. A spokesperson said keeping food affordable while helping people eat better remains the main goal as they review feedback.
