Raft of brands reformulate to launch non-HFSS products

By Michelle Perrett

- Last updated on GMT

Quaker is one of the brands reformulating its products
Quaker is one of the brands reformulating its products

Related tags Obesity

A raft of new non-HFSS brands have hit the market in the month that new Government regulations came into force.

This saw the ban of HFSS (high fat, sat and sugar) promotions in prominent locations at in-store locations such as end of aisles and at checkouts. 

Quaker has announced that the vast majority of its range (98.6%) will be non-HFSS by the end of October, including the brand’s hot cereals, which form seven of the top 10 SKUs in this segment and Porridge To Go ranges. 

Quaker said the move to was the result of “extensive reformulation”​ across the range, including a new non-HFSS Golden Syrup product.

The brand has also recently launched four non-HFSS NPDs which includes two new flavours of its Heavenly Oats pots – Chocolate Orange and Caramel Fudge – and the new Quaker Oats So Simple Simply range.


Corinne Chant, Quaker marketing director, said: “Health is the number one driver for choices at breakfast, with consumers striving for options they believe will leave them feeling fuelled and nourished for the day ahead.  However, there is also a need for the category to offer consumers healthier choices that don’t forgo on taste, and this has fuelled the development of our most recent non-HFSS NPD.” 

Proper Snacks, the better-for-you snack brand, has launched a new HFSS-compliant range of lightly ridged potato crisps. 

The potato crisps contain 30% less fat and salt than leading ridged potato crisps and have the added benefit of being a source of fibre, thanks to the addition of pea fibre and protein. The products are also vegan, gluten-free and free from palm oil.

The move means that more than 50% of its total snack portfolio is now HFSS-compliant.

Founder, Cassandra Stavrou said: “Healthier snacking is showing no signs of slowing down. We’re proud to offer a healthier twist on the traditional potato crisp.”

Pork crackling

Meanwhile, Robert’s Dorset, the family-owned and operated Dorset-based snack company, has announced the launch of its non-HFSS Proper Pork Crackling in ‘Natural’.

The crackling is unseasoned and contains just a single ingredient, pork rind. The new product, branded Natural Triple Zero​ contains no sugar, no salt, and no carbs.

Robert Parkin, founder of Robert’s Dorset said: “To meet the new government HFSS legislation in reducing salt and sugar in diets across the nation, we have launched what we believe to be the first non-HFSS pork crackling - our Proper Pork Crackling Natural. It was no mean feat as it’s not as simple as ‘take this out and add this in’ as every flavour needs to be balanced correctly.”

Related topics NPD Obesity

Related news

Show more

Follow us

Featured Jobs

View more


Food Manufacture Podcast

Listen to the Food Manufacture podcast