Online Advertising Ban for Products High in Fat, Salt, and Sugar (HFSS) - Exploring the United Kingdom (UK) Marketing Landscape for HFSS Products under potential NEW REGULATIONS

The correlation between COVID-19 mortality and obesity has led the UK government to look again at the UK's obesity crisis and find new ways to tackle it. A crackdown on promotional offers in-store as well as online and TV advertising will mean brands need to find new ways to adapt. We also explore the underlying reasons why some reformulations succeed and why some flop; it will be vital for HFSS manufacturers to understand this ahead of legislative changes in the UK.

This report details upcoming changes in UK legislation surrounding products that are high in fat, salt, or sugar (HFSS). It looks as ways brands will be impacted, as well as ways they can adapt to changes in the HFSS product landscape in the UK. There are also success studies and failure studies for brands that tackled their HFSS status before the new legislation was proposed, and the report explores why some succeeded and why some failed.

Scope

• A two-brand solution is easier, but short-sighted
• Reformulation is easier in products aimed at adults
• Portion control is another way to reduce sugar in a product
• Supermarkets will have to remove HFSS products from their meal deals
• There is a possibility of further regulation in the future

Reasons to Buy

• Understand why the UK market for HFSS products is being more tightly regulated.
• Learn possible ways your brand can adapt, and the pros and cons of going down the reformulation route.
• Contextualize the new UK regulations in the wider global picture for HFSS regulation.
• Appreciate how meal deals and promotions will be affected as well as advertising.