With Valentines just around the corner, select brands will be looking at how to deal with the HFSS rules and regulations to maximise their marketing efforts. We’ve sat down with Senior Paralegal, Emily Vickers, to look at how they might just do it!
The Food (Promotion and Placement) (England) Regulations 2021,) which came into effect on 1st October 2022, set out restrictions on the promotion of HFSS products by volume (eg buy one get one free promotions) and location (eg checkouts, entrances, online).
How can brands get around issues with product placement?
Emily: Brands need to work closely with their retailers to ensure that their products aren’t placed in an area that breaches HFSS rules, like checkouts, end of aisles, front of store etc. There are ways and means of making your product stand out in middle of aisles, such as running promotions, engaging POS and Experiential marketing.
Is there a way for brands to still drive sales without breaching rules put on volume promotions?
Driving loyalty. With the current financial state in the UK, brands need to make sure they are striving for loyalty, making sure that even the most cash strapped consumers are continuing to buy their product. In order to do this, you need to make sure consumers perceive there to be greater value in your products than others. By allowing them to collect points/ tokens and redeem them for prizes/ discounts or free products within your brand, they will see greater benefits of staying loyal instead of moving on to the next best, cheaper alternatives.
Of course, this is just one of many ways promotions can continue to be run in accordance with current and upcoming HFSS regulations, of which our team would be happy to explain. If you are seeking further information or advice around HFSS and how to best shape your promotions, don’t hesitate to get in touch at firstname.lastname@example.org