Convenience retailers are being reminded that from October 1 2025, regulations restricting the promotion of products high in fat, salt and sugar (HFSS) will come into force in England.
Under the new rules, volume-based promotions on HFSS products will be banned, meaning retailers will no longer be able to offer:
- Multi-buy deals such as “3 for £10”
- Free product incentives like “Buy One Get One Free” (BOGOF) or “50% extra free”
- Loyalty point incentives on HFSS items
- Promotions on party-style platters containing HFSS items
"Meal deals" and pre-packaged multipack offers will still be permitted under the legislation.
The regulations apply to businesses with 50 or more employees regardless of store floor space size.
Importantly, symbol group or franchise retailers may also fall within scope, depending on how staffing and operations are structured. Retailers unsure about their status should contact their symbol group head office for clarification.
The restrictions affect specific categories of prepacked food and drink. Within these categories, products are assessed against the government’s nutrient profiling model to determine whether they meet HFSS criteria.
Affected categories include items such as breakfast cereals, yoghurts, cakes, ready meals, confectionery, and soft drinks.
Convenience store body Association of Convenience Stores (ACS) states, "Despite recent commentary in the Government’s Ten-Year Health Strategy suggesting potential repeal, the HFSS promotion restrictions are still going ahead as planned.
"Businesses should continue preparations to ensure compliance by the October deadline."
To support retailers, ACS has developed a summary of the measures explaining the upcoming changes, along with our comprehensive Assured Advice guide.
View the ACS HFSS Guidance Slide Deck here.
Download the ACS Assured Advice HFSS Guidance here.
Earlier last month, it was reported that the Labour government has announced plans to repeal the restrictions on supermarket junk food promotions, also known as HFSS ban, as part of its new 10-year strategy for the NHS, promising a move toward “smarter regulation” that prioritises industry collaboration and outcome-focused targets.
Buzz is that Labour is considering to drop the long-delayed prohibition on multibuy offers such as “buy one get one free” (BOGOF) deals, which was scheduled to come into effect in October this year, will also be dropped.
However, no announcement has yet been made in this regard, implying retailers should brace themselves for the HFSS promotion restriction.