Major UK supermarkets, including Tesco, Asda, Aldi, and Morrisons, are now subject to sweeping new restrictions that have removed popular price promotions on a range of unhealthy food and drink items.
What the New HFSS Rules Mean for Shoppers
The regulations, which came into force across England on 1 October 2025, prohibit price promotions and multibuy deals like 'buy one get one free' on products high in fat, salt, or sugar (HFSS). The ban applies to all supermarkets, larger high street retailers, and online shops.
Affected items include many household favourites such as cakes, crisps, and specific varieties of fish fingers and pizzas. In a parallel move, free refill promotions of certain soft drinks in restaurants and cafes have also been outlawed.
A Long-Awaited Policy to Protect Children's Health
The government's decisive action follows years of deliberation, with implementation delayed due to the recent cost of living crisis. Ministers have positioned the rules as a critical measure in the national fight against obesity, particularly among young people.
A spokesperson for the Department of Health and Social Care stated: "Obesity robs children of the best possible start in life, sets them up for a lifetime of health problems and costs the NHS billions."
The crackdown extends beyond physical stores. From 5 January 2025, television advertising for less healthy food and drink has been banned before the 9pm watershed.
Industry Response and the Scale of the Challenge
Andrea Martinez-Inchausti of the British Retail Consortium indicated that many retailers were prepared for the change. "The majority of members were already compliant. There will not be a big change for them," he said, adding that food retailers are supporting healthier choices through calorie labelling, product reformulation, and portion control.
The policy addresses a significant public health challenge. Recent government data reveals that in 2022 to 2023, an estimated 64% of adults in England were overweight or living with obesity. Furthermore, statistics from September 2024 showed that roughly one in eight children aged between two and ten in England are obese.
This landmark shift in retail and advertising rules marks a significant step in the government's strategy to reshape the food environment and encourage healthier dietary habits across the nation.
