What is HFSS?

Please note: This guide is Britvic’s interpretation of the proposed legislation coming into force, and until HFSS consultation becomes law, could be subject to change.

The UK has an obesity problem, estimated to affect around 1 in every 4 adults and 1 in every 5 children aged 10-11.

Research from Public Health England has suggested that reducing and rebalancing promotions towards healthier products would improve people’s diets, particularly children’s.

The new legislation covers these key areas:

Promotions & Display Locations

1. To prevent volume-based promotions on HFSS products such as multibuys or extra free promotions. This is to prevent over-consumption of HFSS products.

  • Free refills are banned on HFSS products.
  • HFSS products can still be promoted on a single price reduction.
  • HFSS products can still be included in meal deals.

2. To prevent the positioning of HFSS products in certain locations that encourage impulse purchasing, which again can lead to over-consumption. This includes end of aisle displays, (including displays adjacent to end of aisle displays), store entrances and checkouts and their online equivalent locations.

This element of the legislation mainly impacts Supermarkets, Hypermarkets, Online equivalents and Wholesalers selling direct to the public.

Applies to England only, live from 1st October 2022.

Calorie Labelling in the out of home sector

Mandatory calorie labelling on non-packaged food and soft drinks at the ‘point of choice’ among large food businesses (businesses with 250 or more employees) in the out of home sector.

Applies to England only, live from 6th April 2022.


Ban the advertising of HFSS products being shown on TV between 5.30am and 9pm, with more severe restrictions online.

A total ban on advertising of HFSS products online.

Applies to total UK, live from January 2023.