October 2022 saw the introduction of the government’s restrictions on promoting food and drinks high in fat, salt and sugar (HFSS) in England & Wales.

Frequently referred to as HFSS, the regulations include definitions of the types of food and drink in scope and places controls on online and broadcast advertising as well as restrictions to promotion and positioning in store.

For many brands and food retailers this has been the biggest upheaval they have ever experienced to the way they advertise their products, particularly in the store environment. This is forcing brands to adapt so they remain compliant with the  regulations and to protect revenue.

But there are opportunities as well for those bold enough to take action, especially brands whose products that are already, or are taking steps to become HFSS compliant.