Fewer than one in ten (8.8%) businesses say they’ve completed the necessary preparations to ensure compliance ahead of the Less Healthy Food regulations, with 6.4% unsure or unfamiliar about what the legislation means for them.
Less than half (43.6%) of those surveyed by Linney say they feel ‘very confident’ when it comes to their readiness for the rules. Confidence was lowest among those working in pubs, bars, and restaurants, suggesting these sectors may need additional support.
The LHF regulations - also known as foods high in fat, salt or sugar (HFSS) - will see a TV ad ban after the watershed and a total restriction on paid-for advertising online for products that fall with the HFSS category.
Ban delay
Whilst the UK Government has recently delayed the ban till 2026, so it can fix gaps in the policy, it is expecting compliance to a degree – i.e. adverts for ‘specific identifiable’ less healthy products should comply by October 2025. Key stakeholders including ITV, Channel 4, The Advertising Association, and British Retail Consortium are all pressing ahead in line with this date too.
In response to the new rules, almost half (44%) of businesses surveyed plan to alter their promotions, while just over 41% expect to redesign their point of sale and to make changes to their products in order to meet compliance.
Since the announcement of the HFSS rules, with restrictions on the location of these products in retail stores haing been in place since October 2022, we have seen numerous non-HFSS F&B products come to market. This includes a HFSS-compliant ice creams including Unilever’s Wall’s ‘Haribo Push-Up’ and its ‘Twister Mallow’. The Twister brand is currently seeing strong value growth, up +17%, driven by a strong HFSS-compliant pipeline of innovation.
Minority understand new rules
While the research showed good awareness of the LHF legislation (92.7%), only 14% claimed to fully understand it. The research found that the knowledge gap was particularly notable among older respondents.
Jonathon Rhodes, co-director at Linney, commented: “It’s encouraging to see some businesses already taking action, but there’s still a huge opportunity for others to get ahead. With less than six months to go, now is the time for the F&B industry to assess the impact of these rules to prepare. We’re seeing strong demand for clear guidance and those who act now won’t just meet the new standards - they’ll be better positioned to innovate and gain a competitive edge.”
Concerns over food affordability
While many businesses are still finding their footing, the survey showed that the majority (64%) believe the new regulations will improve public health.
However, this optimism is tempered by practical concerns, with 70% worried that compliance might make it harder for lower-income customers to access affordable food and drink, highlighting the complex challenge facing industry of balancing nutrition with food security.
