Our HFSS formulation experts are here to help.
New legislation in force from October 2022 means products that are classfied as HFSS will be restricted in terms of promotion, advertising and placement instore. For more detail visit the ASA website
At Puratos we have solutions and experts to help take the pain out of your reformulation whilst maintaining great taste and texture of your products.
What is a HFSS product?
HFSS refers to food and drink products that are high in (saturated) fat, salt or sugar according to the Department of Health’s Nutrient Profiling Model.
Foods that score 4 or more, and drinks 1 or more, are classed as HFSS.
The aim of HFSS legislation is to targeting childhood obesity by educating adults to make more informed healthier decisions when purchasing their children's foods.
Key HFSS Regulatory Milestones
- Location Restrictions (In force since 1 October 2022)
- HFSS products are banned from being placed in prominent store locations such as checkouts, store entrances, and aisle ends.
- Applies to physical retail stores and online equivalents.
- Volume Price Promotion Ban (coming into force on 1 October 2025)
- This includes restrictions on multibuy offers like “Buy One Get One Free” or “3 for 2” for HFSS products.
- Aimed at reducing impulse purchases and encouraging healthier choices.
- Advertising Restrictions (effective from 5 January 2026)
- Ban on HFSS product advertising on TV and Ofcom-regulated on-demand services between 5:30am and 9pm.
- Ban on paid-for online advertising of HFSS products.
- Pure brand advertising (ads that promote a brand without featuring HFSS products) will be excluded from these restrictions.
Our experts are here for you
The guidelines bring many challenges for manufacturers
- Reformulation of products in a short time frame
- Assessing the impact of the legislation
- Advertising restrictions that reduce brand visibility
- Consumer acceptance of reformulated products - taste and texture are key
Our team of experts are trained in reducing salt, sugar, fat and boosting nutritionals with healthy ingredients and they are here to help.
We have off-the-shelf solutions that can help our customers achieve their HFSS score and can offer one to one support in reformulating bespoke recipes.
Looking for solutions for a specific area? Click on the links below
Sugar reduction
From reduced sugar fillings and patisserie or cake mixes to enzyme-based natural sugar replacers we have many options to assist sugar reduction.
Fat reduction
Improve your nutritionals and enhance texture with Puratos fat reduction solutions
Salt reduction
Enhance the flavour of baked goods with the Puratos Sapore sourdough range
Added nutrition
Whether it is water based fillings, wholegrains and seeds or added fibre, we have additions that can help boost your HFSS score
Cost reduction
We have solutions to reduce cost and to keep costs down by removing expensive ingredients such as eggs and fats
Fun inclusions
Products need to still be fun and taste good, SMOOBEES can help with your HFSS score
Please reach out with your HFSS product enquiries
