Waitrose Leatherhead store

Waitrose is rolling out the signage as new HFSS rules loom

Waitrose has started rolling out informative HFSS signage in some stores, including at its Oxford Street store in London, to help customers navigate the legislation coming into place in October.

The supermarket has been introducing signs in certain areas of the shop floor – such as near the checkout area where typically many products high in fat, salt and sugar are located – to let customers know it is moving the location of some products to comply with the new legislation.


The new signs advise shoppers to reach out to store colleagues for help if they’re having difficulty locating their “favourite” products.

Some of the signage also feature a QR code that directs customers to the government’s website, where they can learn more about the new HFSS rules and how it is affecting supermarkets.

A Waitrose spokeswoman said: “We want our customers to have a great experience when shopping with us.

“We’re moving the location of some products to comply with the new HFSS legislation coming into place later this year, so have put signs up to let customers know that some products may have changed location, and that our Partners are on hand to help direct them to anything they need.”