HFSS Regulations 2025: FMCG Compliance & Innovation Guide

The FMCG landscape is transforming, and HFSS (High in Fat, Sugar, or Salt) regulations are at the heart of the change.

For food and drinks brands, these evolving restrictions aren’t just another compliance hurdle – they’re reshaping the future of product development, marketing, and consumer engagement.  

The legislation is set to impact everything from product formulas to marketing strategies. And, with ongoing delays and unclear timelines, HFSS rules can often feel like moving goalposts. So, it’s only natural to have questions and concerns about how best to prepare.

From the latest HFSS announcements to the next steps your organisation could take, this guide tells you everything you need to adapt and thrive as new restrictions roll out.

HFSS Timeline 2025: Regulations & Key Dates

HFSS legislation is part of a wider effort to promote healthier lifestyles and reduce obesity rates.

It’s intended to limit where, how, and at what price products high in fat, sugar, or salt can be sold or promoted. These restrictions also tighten rules on marketing campaigns and advertisements, with the goal of steering consumer choices toward more balanced options without stripping away brand identity or consumer enjoyment.

As John Carr, our Senior Talent Lead for food marketing, puts it:

‘HFSS is – and will continue to be – a key factor, as further regulation changes are on the horizon, specifically aimed at limiting the availability of products high in salt, fat, and sugar.’

As it stands, brands and retailers are in limbo, with some regulations already in place and others still to be rolled out:

• HFSS Phase One (2023–2024): Several rules – around volume promotions, location-based advertising, and store placement regulations – have begun rolling out, though some have faced delays.
• HFSS Phase Two (October 2025): Another wave of HFSS measures is set to take effect in autumn of this year, covering: enhanced advertising restrictions, stricter in-store marketing rules, updated product placement requirements, and digital marketing guidelines.

The Consumer Perspective

While HFSS compliance is crucial, it's equally important to understand the shifting consumer landscape.

While the vast majority of UK consumers believe it is important to eat healthy, most can identify at least one barrier that prevents them from doing so. Price is the number-one factor – and one that’s not helped by the prevalence of price promotions on HFSS products.

Sources: Food Standards Agency, The Food Foundation.

HFSS Impact on FMCG: Business Challenges & Opportunities

From recipe tweaks to rethinking promotions, here’s how the new regulations are reshaping the food and drinks sector – and what that means for your brand:

HFSS Product Reformulation

Many businesses are weighing recipe changes to reduce fat, sugar, and salt. This shift can be challenging – especially for well-loved products where taste and texture are core to brand identity.

However, those who embrace reformulation early may gain an edge with health-conscious consumers and avoid potential penalties down the line.

HFSS-Compliant Marketing

HFSS marketing restrictions in the UK mean stricter rules around product placement, advertising, and promotional deals. As a result, established marketing strategies may need a revamp.

Brands that rely heavily on multi-buy or location-based promotions should reassess how best to spotlight their products – whether online or in-store.

Managing HFSS Operational Challenges  

From revising labels and packaging to coordinating with retailers on store layout, the operational implications of HFSS can ripple across multiple departments.

Companies that proactively plan for these changes – by investing in compliance tools and training – will be in a stronger position to adapt and thrive as regulations continue to evolve.

HFSS Compliance Strategies: Practical Solutions for FMCG Brands + Free Checklist

Navigating HFSS regulations requires a proactive, agile approach. Here are five key strategies to help your brand not only comply but thrive in this evolving landscape:

1.     Set a Clear Compliance Plan  

Develop an internal framework to monitor regulatory updates and assign clear responsibilities across teams. Regular audits and close communication with legal experts ensure you’re always a step ahead.

2.     Embrace Product Innovation  

Brands can turn regulatory challenges into opportunities by exploring recipe reformulations and new product variants.

As John tells us, ‘The key question is whether a product that's high in salt, fat, or sugar can be reformulated while still retaining its great taste.’

By involving R&D and marketing teams early, you can maintain your brand’s unique identity while adapting to new guidelines.

3.     Foster Cross-Functional Collaboration  

HFSS impacts everything from marketing to supply chain. Bringing together diverse teams creates a cohesive strategy and ensures that every facet of your business contributes to compliance.

4.     Engage Consumers Creatively  

Invest in digital marketing strategies that extend your brand’s reach beyond traditional retail activations.

According to John, ‘Brands aren’t limited to traditional retail channels; they can also navigate these regulations by looking to digital avenues like SEO to promote their products online while remaining compliant.’

These approaches build brand visibility and stronger connections with consumers in the digital space. For insights on how to get this right, get in touch for insights into our tailored employer branding and employee value proposition (EVP) support services. 

5.     Plan Ahead for Future Shifts  

Looking forward, it’s vital to be prepared not only for market trends but also for internal capability shifts.

John tells us that, 'By tapping into competitor activity and wider shopper demand, brands can channel their strategies effectively, alleviating some of the challenges posed by HFSS regulations.'

Investing in scenario planning and strategic talent is essential – this is where strong leadership and specialist expertise become critical.

Your Free HFSS Preparation Checklist  

Ready to put these strategies into practice?

Follow the steps on our free downloadable HFSS preparation checklist to plan ahead, ensure compliance, and set yourself up for success in the face of incoming restrictions:

HFSS Talent Strategy: Building Teams for Regulatory Compliance

Navigating HFSS changes isn’t just about tweaking product formulas or shifting marketing strategies – it’s about having the right leaders and specialists to steer your business through change.

Companies are having to think differently to address these challenges. John tells us that he’s ‘seen three completely newly created roles in recent months, because of how crucial specialist skills are in this evolving landscape.’

That’s why it’s important to invest in talent with deep expertise in areas such as food regulations, brand building, and category management. These individuals will not only ensure compliance, but also fuel innovation.

In other words, with strong leadership and a robust team in place, brands can confidently navigate HFSS changes and turn regulatory challenges into growth opportunities.

Next Steps for Food and Drinks Businesses  

Evaluating your current talent and identifying skill gaps today can set your business up for long-term success. With regulations tightening and new challenges emerging, it's essential to ensure your team has the right expertise.

If you're ready to build a team that can navigate these changes and drive innovation, Advocate Group is here to help.

Where to Start  

• Download Our Free Checklist: Get our free HFSS Preparation Checklist to quickly assess your current strategies and identify the actions needed to stay ahead.
• Speak with Our Experts: Contact our specialist recruitment consultants for a tailored consultation on securing the right talent to navigate HFSS changes and drive growth.

These steps will help you lay the foundation for a future-ready, compliant, and innovative business.

Frequently Asked Questions 

What do you need to know about HFSS regulations? 

Related Resources 

• 2025 Consumer Product Salary Guide for Sales, Marketing & Digital.
• Strengthen Your Food Sector EVP Amid Rising Costs: 8 Expert Tips.
• Winning the Battle for Talent in Consumer Products: Strategies for 2025.