The UK government’s upcoming junk food advertising ban, set to take effect later this year in October, is one of the most significant regulatory shifts in recent years. Designed to curb obesity and promote healthier eating habits, the new rules will ban high fat, sugar, and salt (HFSS) products from being advertised on TV before 9pm, and online at all times.

While the move has been praised by health advocates, it has also sparked some controversy, particularly over the inclusion of unexpected products like porridge, crumpets, and high-fibre cereals in the restricted category. This has left many food brands questioning how they can continue to engage consumers effectively without traditional advertising channels and whether the government has gone too far in defining ‘junk food.’

A consumer shift towards health-conscious choices

While the upcoming advertising ban presents a significant challenge for food brands, it is also in step with a broader shift in consumer behaviour towards healthier eating. Research shows that UK shoppers are becoming increasingly mindful of their dietary choices, with 90% of consumers considering diet an important factor in their overall health, yet they also state they feel confused about what food items are healthy, and that the ingredients are not always clearly stated.

This shift is not just about general health; specific trends, such as the rise of plant-based eating, further reinforce the movement. Between early 2023 and 2024, the percentage of consumers following a plant-based diet grew from 8% to 12%, reflecting a heightened interest in alternative nutrition and more conscious consumption habits.

At the same time, the public appears to support stronger regulatory measures around food marketing. A significant 80% of UK residents back stricter restrictions on junk food advertising, suggesting that many consumers see these policies as a necessary step towards improving public health.

While brands may feel constrained by these new regulations, the reality is that consumers are already shifting towards healthier preferences. The challenge for brands now is not just compliance; it’s about adapting in a way that meets consumer needs while maintaining brand identity, loyalty, and engagement.

Reformulating for the future

The HFSS advertising ban may present a major disruption for food brands, however it also creates a powerful opportunity for innovation. With consumer preferences already shifting towards healthier eating habits, brands that proactively adapt can strengthen trust and loyalty in the long term. Rather than viewing the restrictions as an obstacle, forward-thinking businesses will see them as a chance to redefine their marketing strategies.

However, success in this new landscape depends on deep consumer understanding. Brands will need to take a data-driven approach to marketing, using insights to shape their messaging, refine product positioning, and identify the most effective ways to reach their audience. Market research is critical in this transition, helping brands determine how consumers are responding to these changes, what influences their purchasing decisions, and where they see value beyond traditional promotions.

The brands that thrive will be those that embrace this shift as an evolution rather than a restriction. By listening to their customers, adapting their messaging, and finding new ways to engage consumers outside of traditional advertising, they can emerge stronger.

Brands already moving fast in this space

Several brands have already proactively reformulated their products to comply with the UK’s HFSS regulations, aiming to offer healthier options while maintaining consumer appeal. For instance, Tesco has committed to increasing the proportion of its sales from healthy products to 65% by 2025. This initiative includes reformulating existing products to reduce unhealthy ingredients and enhance nutritional value, such as increasing vegetable and fibre content in ready meals.

Kellogg’s has also taken steps to adapt to the new regulations. The company has reformulated its Special K cereal range, achieving an average salt reduction of 19.8%. This effort has resulted in five out of seven Special K varieties becoming HFSS-compliant. The reformulation process involved redistributing salt to enhance flavour perception without increasing overall content, ensuring the taste remained consistent with consumer expectations.

These examples demonstrate how brands can successfully follow regulatory changes by prioritising product reformulation, ensuring they meet health standards and maintain consumer trust.

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