HFSS Compliant Products
With the government’s HFSS restrictions now in force and more on the way, it has never been more important to develop HFSS compliant products. NutreeLife is an experienced and proven HFSS compliant manufacturer.
Our contract manufacturing team will work with you to develop bespoke HFSS compliant vegan protein bars at your request. You can be assured of nutritious and delicious HFSS products that retail partners can freely promote.
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What is HFSS compliance, and why is it important for retailers?
HFSS stands for foods and drinks that are ‘high in fat, salt or sugar’. In other words, ‘less healthy’ options (as classified by the Department of Health’s Nutrient Profiling Model) that are the biggest contributors to rising obesity levels in children and adults.
The government began consulting on the restriction of HFSS food and drinks in 2019 and subsequently introduced legislation in England to restrict the promotion of specific types of goods.
The HFSS restrictions apply to the following areas:
- Volume price promotions, such as ‘buy one, get one free’ or ‘50% extra free’.
- Key locations in stores (such as end of aisle displays) larger than 2,000 square feet and online equivalents.
To become HFSS compliant, food and snack brands now need to be increasingly more careful about the ingredients they use in order to develop HFSS compliant products.
Manufacturing HFSS compliant food and snacks that are lower in fat, salt or sugar should be the ultimate goal for both new and established brands that want to promote their products in prime retail locations, both physical and online, and as part of volume price promotions.
NutreeLife can manufacture HFSS compliant products for you. Contact us today to discuss your options.
When are HFSS regulations coming into force?
The HFSS regulations are being phased in gradually. The HFSS restrictions by location came into force in October 2022. However, the HFSS restrictions on volume price promotions, which were originally earmarked for October 2023, have been delayed until October 2025.
The government cited the ongoing cost of living crisis, and the potential knock-on effect of removing multibuy promotions in the current climate, for this HFSS delay.
How can NutreeLife’s manufacturing service help you ensure HFSS compliance for your products?
With the volume price promotions element of HFSS delayed, you might be thinking that there is less impetus to develop HFSS compliant products in the short term. However, with some supermarkets backing the idea of mandatory targets for sales of healthier products, the demand for HFSS compliant products is only going to increase.
So why not get ahead of the curve, and work with NutreeLife to develop your healthier products? As part of our contract manufacturing services, we can provide HFSS compliant and fully bespoke recipe creation services on request and to your specifications.
Our new product development (NPD) team has extensive experience of conceptualising and manufacturing HFSS compliant products. We can provide all the advice and guidance you need to bring your ideas to life and ensure your products don’t fall foul of HFSS restrictions.
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How do I know if my product is HFSS compliant?
The Nutrient Profiling Model was first developed by the Food Standards Agency in the early 2000s to help Ofcom to regulate food advertising to children. The model uses a scoring system with points allocated based on the nutrient content of 100g of a food or drink.
Points are awarded for ‘A’ nutrients (energy, saturated fat, total sugar and sodium), and for ‘C’ nutrients (fruit, vegetables, nut content, fibre and protein).
The score for ‘C’ nutrients is subtracted from the score for ‘A’ nutrients to provide the final nutrient profile score. Foods scoring 4 or more points (and drinks scoring 1 or more points) are classified as ‘less healthy’ or HFSS foods.
The benefit of working with NutreeLife and our NPD team, is that we can support you to develop HFSS compliant products that are composed of more ‘C’ nutrients and therefore score below the HFSS threshold.
Who will enforce HFSS legislation?
HFSS legislation is enforced by local authorities for retail stores and other premises in scope of the regulations. The Advertising Standards Agency (ASA) oversees online advertising infringements, referring cases to the relevant local authority.
The enforcement process usually begins with the serving of an improvement notice, with fixed penalties of up to £2,500 issued for non-compliance and potential prosecution for serious, deliberate or repeated breaches.
What categories are affected by HFSS?
The following categories of HFSS products are affected by the HFSS restrictions:
- Soft drinks with added sugar.
- Crisps and savoury snacks.
- Breakfast cereals.
- Confectionery.
- Ice cream and ice lollies.
- Cakes and cupcakes.
- Sweet biscuits and bars.
- Morning goods.
- Desserts and puddings.
- Sweetened yoghurt.
- Pizza.
- Chips and other potato products.
- Ready meals.
What are the rules for Amazon HFSS?
The HFSS restrictions apply to online advertising as well as offline, and that includes on Amazon. That means that HFSS products cannot be promoted on Amazon pages or appear in searches for non-HFSS foods.
They are also no longer suggested as basket recommendations. Some businesses are exempt from the HFSS restrictions (micro-businesses with fewer than 50 employees, for example) but those that aren’t could be severely restricted.
If you are planning to launch a new HFSS compliant protein bar or would like to reformulate an existing product, make NutreeLife your HFSS compliant manufacturer of choice. We have extensive experience of developing HFSS compliant products and can manufacture yours on request.
With years of experience working with protein bar brands across the world, from start-ups to multinationals, we can support your goals and ambitions.
