Government urged to backpedal on HFSS promotion ban proposals

The government has been urged to dramatically cut the range of products covered by its looming ban on promotions for food and drink high in fat, salt and sugar (HFSS), or risk a disastrous impact on its own reformulation programme.

A Department of Health (DH) consultation on plans for a crackdown on volume and multibuy promotions, including bogofs, for HFSS products closed this week.

They include curbing promotions on a vast range of products, including the likes of fizzy drinks, yoghurts, pizzas and ready meals.

But in its response the BRC urged ministers to choose an alternative model which would “only apply to a limited number of categories”, including crisps, savoury snacks and soft drinks with added sugar.

Meanwhile, the British Soft Drinks Association (BSDA) said the new restrictions for drinks must be limited to those covered by the government’s soft drinks levy.

The Grocer has previously revealed government plans to use the so-called Nutrient Profile Model (NPM) could mean that a large range of reformulated products, including the likes of Lucozade and Irn Bru, would qualify as HFSS and face a ban on promotions.

“It is imperative that we are in a position to promote reformulated drinks and new products that have less sugar as a lower sugar alternative for customers,” said the BSDA.

“If the government deems that intervention is necessary, the definition of HFSS soft drinks should be those that have a sugar level of more than 5g/100ml, in line with the lowest threshold. Using the NPM threshold would undermine the reformulation effort.”

The BSDA claimed there was “clearly a significant lack of evidence” for the proposals and warned of dire economic consequences, with the government’s own estimate suggesting the new ban will cost the industry at least £90m a year. It has offered some carrots to industry, including allowing 20% of promotions to remain HFSS.

But the BRC described it as unworkable. “The government should consider how to incentivise reformulation and product improvement in these categories.”