The Welsh government has confirmed its plans to follow England in introducing restrictions on the placement and price promotion of food products high in fat, sugar or salt (HFSS).
The new law will be introduced in 2024 and rolled out across Wales by 2025, with the aim of improving people’s diets and tackling rising obesity levels.
The legislation includes curbs on volume-based promotions, such as multi-buys, and restrictions on where HFSS products can be displayed, such as at the end of aisles.
Controls on temporary price promotions and meal deals will also be introduced. The government stated that whilst this would not ban meal deals or other types of promotion, it would restrict the inclusion of the unhealthiest products.
Whilst the legislation will not apply to all HFSS products, it will target food and drinks that contribute most to obesity. The Welsh government said it was hoped the measures would encourage the food and retail industry to consider how healthier options can be made more available and affordable, so that no one is priced out of a healthy diet. This could include providing more promotions on healthier food or reducing the fat, sugar and salt content of products that currently fall under the restrictions.
To make it easier for the food industry to operate across borders, products which fall under the new legislation will aim to align with the same products included within England’s legislation.
Meanwhile, other proposals, including calorie labelling in out-of-home settings and ending the sale of energy drinks to children under 16, are still being considered.
Wales’ Deputy Minister for Mental Health and Wellbeing, Lynne Neagle, said: “This legislation will take forward our commitment to improve diets and help prevent obesity in Wales. Whilst similar legislation is also being introduced in England, I am minded to include temporary price reductions and meal deals within our restrictions.
“We will not be banning any product or type of promotion, our aim is to rebalance our food environments towards healthier products, so that the healthy choice becomes the easy choice.”
The announcement did not address the types of businesses impacted by the legislation or the extent of restrictions on products in shops.
James Lowman, Chief Executive of the Association of Convenience Stores (ACS), urged the Welsh government to provide clarity on the details of the new legislation.
“Businesses and consumers are already facing significant hardship because of inflation and rising operating costs. This legislation will add further strain on household budgets and inhibit Welsh retailers’ ability to invest in their shops,” Lowman said.
“The Welsh Government needs to provide clarity on the details of the new legislation, including how these restrictions will be implemented. We will continue to engage with the Welsh government and will provide retailers with further updates as and when more information becomes available.”
A consultation on the enforcement measures will be taken forward later this year.
In October last year, the placement of HFSS products in areas like checkouts, end-of-aisle units, store entrances, and designated queueing areas was banned in England. However, the planned introduction of restrictions on multi-buy offers such as BOGOFs was recently delayed until October 2025 amid concerns about its impact on consumers struggling with the rising cost of living.
Despite the delay in official legislation, both Tesco and Sainsbury’s implemented the HFSS promotion restrictions last year.
Speaking to MPs on the cross-party Business & Trade Committee yesterday, Sainsbury’s Food Commercial Director Rhian Bartlett criticised the UK government’s decision to shelve the ban on HFSS promotions, warning the move fails to tackle the country’s growing obesity crisis.
