Confused? I wouldn’t blame you if you were. Westminster appears to have flipped flopped on this more than the Ross/Rachel will-they-won’t-they storyline.
But we know from our
recent panel discussion with leading client-side researchers that proactivity is a critical skill for insights teams. So now is the moment to get ahead of the future HFSS regulation changes.
Hopefully the below offers some useful thoughts, and if you’re hungry for more just send us a message at
london@incite-global.com.
What’s going on?
October 2022 was all about retail placement, and from October 2025 promotion and advertising regulations will come into effect. Volume-based promotions are expected to be banned and any paid for advertising – TV and online – heavily scrutinised.
It’s a daunting prospect for brands, but being proactive and having a clear response will help safeguard. And that’s where we can help…
Actions taken by brands so far
Innovation has been the main response.
Reformulation: from our work on this topic, we know consumers are demanding more from brands, expecting food which keeps to the regulations but which also doesn’t compromise on the signature sensory and taste experiences they love.
-
- Example: Goodfella’s reformulating to remove saturated fat, salt and excess calories.
And if reformulation isn’t an option,
Reconfiguration has been popular response.
-
-
- Example: Mr Kipling going mini. Offering portion-controlled, bite-sized versions of the nation’s favourite sweet treats.
But, if you find yourself among brands struggling to create HFSS compliant products (as many do), pivoting towards
‘Better for you’ alternatives is another option.
-
-
-
- Example: McVitie’s extending its Digestives range with ‘Wholesense’ – 30% less sugar and 50% more fibre than other digestives.
So, what should we do now?
Now is the time for action and today we are focussing on three ideas on the brand and media planning side of things.
1 / Brand advertising
We’re probably all a little guilty of prioritising product and short-term sales over long-term brand building. Perhaps these regulations are our opportunity to spread the love more evenly and invest in longer-term brand-building creative.
After all, wasn’t the most successful advertising campaign nothing to do with the product itself? Cue Phil Collins:
“I can feel it coming….”
Now is the time to invest in brand building creative and activities.
2 / Purpose driven advertising
Yes, there’s been some debate around this, but it’s a good way to put your brand front and centre. We know brands will be able to advertise pre-watershed and online, providing they don’t show specific HFSS products. Purpose-driven advertising is a smart way of putting the brand’s purpose front and centre.
Now is the time to be considering causes and partnerships which align with your brand’s core values. Think Maltesers’ Motherlover campaign and Skittles’ long-standing association with Pride.
3 / Exploring new channels
TV and online are going to be heavily impacted once the new rules take effect. So where else can we show up? Perhaps more brands will adopt Red Bull’s tactics around more experience-led advertising? Or we could see greater investment in social media presence?
And advertising on digital-only audio will go largely untouched by the new regulations. Perhaps motivating us to pay more attention to jingles and ‘sonic logos’ in campaign strategy?
Now is the time to branch out, get creative and enjoy experimenting to reach our existing and new audiences. 
