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HFSS didn’t create fmcg’s problem – it exposed it
By Mike McDonnell2026-04-01T08:16:00
HFSS didn’t just squeeze promotions, it forced a reset in how brands earn shoppers and how retailers create theatre, says Mike McDonnell, head of partnerships at Zeal Creative
When HFSS restrictions came in, the industry focused on what had been lost. Lost space. Lost displays. Lost promotional mechanics.
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