What the HFSS Policy Reversal Means for Food Manufacturers & Retailers

The Labour government has announced its intention to repeal key elements of the HFSS (High Fat, Salt & Sugar) promotion restrictions—signalling a move away from blanket bans toward what it calls “smarter regulation.” While this policy shift has not yet passed into law, it sets the tone for a regulatory environment that prioritises outcomes over rigid controls.

For food and beverage brands, manufacturers, and retailers, this evolving context presents both opportunities and responsibilities. At Lehmann Ingredients, we’re here to help you respond with clarity and confidence—offering smart ingredient solutions and reformulation support that align with consumer health expectations and commercial goals.

1. What’s Changing: From Restrictions to Reporting

Labour’s pledge includes repealing rules on volume promotions and aisle restrictions for HFSS products—such as “buy one, get one free” deals or high-visibility placements. In their place, the government is proposing a mandatory reporting scheme for large manufacturers and retailers, focusing on the proportion of healthier products sold and setting voluntary reformulation targets.

Implication for your business:

While you may regain flexibility in how you promote HFSS products, there will be increased scrutiny on how you improve your portfolio’s nutritional profile over time.

2. Reformulation Moves to the Forefront

With a shift from enforcement to accountability, brands will need to demonstrate measurable progress through reformulation, innovation, or shifting sales toward healthier options. This approach empowers businesses to choose the route that works best—but also raises expectations for real nutritional impact, not just token reformulations.

How Lehmann Ingredients helps:

We offer a wide portfolio of prebiotic fibres, clean-label starches, plant-based proteins, and sweeteners that support sugar and fat reduction—without compromising texture, flavour, or label appeal.

3. Nutrient Profiling Model (NPM) Review: Get Ahead of Reclassification

The Nutrient Profiling Model (NPM)—the benchmark used to classify products as HFSS—is under review. Depending on its outcomes, products that previously avoided HFSS designation may become newly classified, or vice versa.

Our advice:

Start reformulation now with versatile, future-proof ingredients. Whether it’s adding inulin to improve fibre content or using starches that enhance mouthfeel without added fat, we’ll help you stay compliant under changing definitions of “healthier food.”

4. Consumer Expectations Haven’t Gone Away

While the legal requirements may soften, consumer demand for health-conscious, clean-label products continues to rise. Retailers will still need to stock products that align with evolving preferences—low sugar, high fibre, natural ingredients, and transparent labelling.

Our perspective:

This is not just a compliance issue—it’s a commercial opportunity. With our support, your NPD and reformulation teams can respond faster and smarter to what consumers want now.

5. A New Chapter for HFSS Strategy

Labour’s “smarter regulation” pledge recognises the need for a more flexible, innovation-friendly system—but this doesn’t mean HFSS is going away. It’s evolving. If your team is prepared, you can lead this transition and win loyalty with health-positive, great-tasting, clean-label products.

How Lehmann Ingredients Supports Your Reformulation Strategy

As ingredient partners to manufacturers across bakery, beverages, confectionery, dairy alternatives, and ready meals, we offer:

Functional fibres (e.g., FOS, inulin, oat fibre) for increased fibre claims and gut health positioning
Natural sweeteners for sugar reduction without taste compromise
Plant-based and clean-label starches to support texture, bulking, and mouthfeel
Technical and nutritional insight to help you meet emerging benchmarks in a post-HFSS environment

We’re not just an ingredient supplier—we’re your reformulation partner. From low-calorie sweeteners and functional fibres to starches that improve mouthfeel and clean-label appeal, we’re helping our customers stay ahead of every regulatory shift.

Need help with reformulation or nutritional claims?

Contact our team to explore how our ingredients can help you meet evolving HFSS requirements—without compromising on performance or consumer appeal.

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