HFSS: How grocery brands and retailers can stay effective in an age of restriction

Advice for marketers selling food or drink products high in (saturated) fat, salt or sugar.

Hot on the heels of Brexit and the ongoing COVID-19 pandemic, the UK’s FMCG industry faces its biggest shake-up in a generation, with the introduction of new legislation impacting HFSS products.

Restrictions on TV advertising and a ban on paid digital activity will join significant restrictions in the retail environment in 2022, heralding the end of HFSS brand marketing as we currently know it.