Yesterday marked a big change for how we buy food in the UK. New rules around products that are high in fat, sugar or salt (HFSS) have officially come into force - and that means some of your favourite supermarket staples might look or taste a little different.
No more buy-one-get-one-free deals on sugary snacks, fewer sweets at the checkout, and less advertising for chocolate, crisps and fizzy drinks. But behind the scenes, brands have been busy preparing - and in some cases, even changing the recipes of much-loved products so they don’t get caught by the new restrictions.
Spot the Difference: Healthier Takes on Old Favourites
One of the most noticeable changes is that some brands have quietly tweaked their recipes to bring down sugar, fat or salt.
Mr Kipling is a great example. The brand launched its “Deliciously Good” range - cakes with 30% less sugar and up to 10 times more fibre than its traditional slices. They still come in flavours like Chocolate, Lemon, and Bakewell, but now fall below the HFSS threshold, which means:
· They can still appear in supermarket promotions
· You might see them on end-of-aisle displays where regular cake bars can’t go
· Brands can advertise them more freely than standard sweet treats
And they’re not alone. Other examples include:
· Walkers Baked crisps – lower fat than standard crisps
· Loaf cakes from Mr Kipling – made with real fruit and fewer calories per slice
· Smaller portion packs from chocolate brands, helping products stay under the limit
These products are designed to taste just as indulgent, while quietly shaving off the sugar or fat that pushes them over the line.
What Shoppers Will Notice in Stores
With the new rules in place, you’ll probably start spotting some changes on your next supermarket trip:
· Fewer impulse buys: no more sweets at the till or end-of-aisle chocolate towers.
· More space for “better-for-you” treats: healthier cakes, baked crisps, and reduced-sugar biscuits are likely to get the spotlight.
· Recipe tweaks: some products may taste slightly different as sugar, fat or salt are reduced. Most brands won’t shout about it, but you may notice if you’re a long-time fan.
· Clearer choices: with healthier versions sitting alongside the originals, shoppers can pick between “classic indulgence” and “lighter alternatives”.
The Upside for Consumers
While some shoppers may miss the deals on their favourite chocolate bars, there are positives:
· More choice: instead of being pushed toward full-sugar, full-fat options, you’ll often see a healthier version right next to it.
· Smarter promotions: deals are likely to shift toward products that meet the HFSS standards.
· Healthier everyday habits: with less temptation in prime spots, impulse buys of high-sugar snacks could drop.
It doesn’t mean treats are going away - they’ll just be a little less in-your-face.
What To Watch For
If you’ve got a sweet tooth, keep an eye out for new “non-HFSS” ranges - many of them are brand new and designed to taste just as good. Don’t be surprised if some of your favourite snacks look or taste a little different. Recipe reformulation is subtle, but it’s happening. You can expect to see a lot more marketing around “better-for-you” products, because those are the ones brands can still promote freely.
Vertex View
This new era of HFSS rules means supermarkets and brands will feel different, but it doesn’t have to mean less choice. For shoppers, it could actually mean more options, healthier tweaks, and fewer impulse temptations.
So next time you’re in the cake aisle, you might see Mr Kipling’s new “Deliciously Good” slices sitting proudly up front. They’re a sign of things to come: treats that feel familiar, but have quietly slimmed down to fit the new rules.
