The government has said it plans to ditch the ban on junk food promotions in supermarkets as its new 10-year plan for the NHS ushers in an era of “smarter regulation”.
After a series of delays, the previous government brought in a ban on products high in fat, sugar or salt (HFSS) being displayed in prominent locations in stores in October 2023.
As part of its new proposals, the Labour government has also said it will press ahead in October this year with the delayed introduction of a ban on multibuy deals, such as buy one get one free (bogofs). This was put back by the Tories amid pressure from the industry over the cost of living crisis.
However, both the already implemented ban and the clampdown on bogofs are now set to be axed under Labour’s new 10-year plan, announced last week. The government has said it wants to work with industry to decide how to meet new targets on health.
The 10-year plan was announced by PM Keir Starmer on Friday, paving the way for a major overhaul of public health policy. The obesity strategy and food companies are set to form key elements.
As previously flagged, the plan includes a new system of mandatory reporting for all large food companies. Ministers have set out proposals to develop new targets that companies will have to reach under the new food strategy. Companies will have the freedom to work out how to achieve the target, “whether through reformulation, by changing their layout, introducing new healthy products or through changes to customer incentive and loyalty schemes”.
It adds: “The previous government legislated to introduce restrictions on the volume price promotions retailers can offer, including a ban on buy-one-get-one-free deals on unhealthy food. These measures will come into force on 1 October 2025.
“By introducing smarter regulation, focused on outcomes, we expect to be able to repeal legislation restricting volume price promotions and aisle placement.”
Further details on how the new system of mandatory reporting will work, including how it will apply to different food sectors such as out of home, are due to be released in the coming months after negotiations with the new Food Strategy Advisory Board.
The government’s new approach has been welcomed across the industry.
The IGD, which is operating as co-secretariat to the FSAB, said it welcomed the new approach as a “real opportunity for the food industry to work differently with government (DHSC and Defra)” and said it would allow them to face into the obesity and consumption challenges collaboratively.
The plans to lift the HFSS promotions ban will pose major questions for the Scottish government, which last month announced it was to follow the UK government’s lead, dropping plans for a more total ban on HFSS promotions.
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