Burts Snacks has reformulated a swathe of crisps to make them HFSS-compliant.
Lightly Sea Salted and Devon Roast Beef will be the first non-HFSS variants to hit shelves in February.
Later in the year, Burts will expand its non-HFSS range with new recipes for Mature Cheddar & Onion and Sea Salt & Malt Vinegar.
The reformulated variants will roll into supermarkets across the south west in 40g and 150g packs.
All recipes had been consumer tested to ensure the brand’s flavour and standards were maintained, it said.
As new HFSS guidelines continue to reshape supermarket shelf space and marketing restrictions across the UK, Burts said it would aim to comply with the new standards.
“HFSS legislation is changing the landscape for snacks in-store, and our goal is to make the transition seamless for our retail partners,” said Burts Snacks head of marketing Sas Horscroft.
“By reformulating our hand-cooked range, we’re giving shoppers products they trust, while helping retailers say compliant on shelf.”
The relaunch will be supported with a targeted summer campaign across social media and shopper marketing channels.
Burts joins a raft of snacks suppliers who have reformulated their ranges in recent years to meet current HFSS guidelines.
Despite their best efforts, some big-name brands would be banned from running promotions and advertising on TV under the government’s plans to switch to a new nutrient profiling model.
Doritos would be among the casualties if plans were to go ahead. Its entire range was declared non-HFSS in October 2024 after a £13m investment into PepsiCo’s Coventry site delivered recipes with 18% less salt and 14% less fat.
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