Retailers in Wales might soon face new legislation aimed at improving the food environment and helping make the healthy choice the easiest choice for Welsh consumers.
The Welsh Government has launched a public consultation on new restrictions for high fat, salt, and sugar (HFSS) products. The consultation, which commenced on July 1, invites feedback from the food and beverage industry, retailers, and the general public on the proposed Food (Promotion and Placement) (Wales) Regulations. The consultation period ends on September 23, 2024. If approved by the Senedd, the new regulation is expected to come into force next year.
Recognising the significant impact retail marketing and promotional strategies have on food choices, the Welsh Government’s policy outlines various strategies for restricting HFSS products. Volume price promotion restrictions will ban promotions that may lead to overconsumption of HFSS products, including multi-buy deals and buy-one-get-one-free offers. These restrictions will apply to both in-store and online promotions, as well as promotions displayed on product packaging and other materials.
Additionally, product placement restrictions will prohibit retailers from placing HFSS food and drink products in high-traffic areas within stores, such as entrances, aisle ends, and checkout zones. This restriction also extends to online equivalents, including website entry pages, shopping baskets, and payment pages.
Furthermore, free refill promotion restrictions will ban retailers and the out-of-home sector from offering promotions that provide free refills or top-ups of non-pre-packed sugar-sweetened beverages after the initial purchase.
The proposed restrictions will generally apply to medium and large retailers, defined as those with 50 or more employees, as well as franchise stores operating under the same business name with 50 or more employees. Exemptions include certain social care settings, excluding children’s homes, and educational institutions.
The proposed regulation will be voted on in the Senedd by the end of 2024, and if approved, it is expected to come into force in 2025. Affected businesses and enforcement bodies will be given 12 months to implement the new rules.
This period is crucial for restaurants and retailers to prepare and adapt to these changes. Reviewing point-of-sale promotions, multi-buy offers, and alternatives to sugar-sweetened beverages in mass catering settings will ensure a smooth transition to the new regulations.
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Hannah Larvin
Editor, International Confectionery
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