As part of its ten-year health plan, the Labour government is reviewing how foods are classified in relation to their impact on public health. The aim is to strengthen efforts against obesity by tightening advertising rules for foods high in sugar, salt and fat. But the new framework (based on an updated Nutrient Profiling Model) has sparked criticism from major food companies and retailers.
At the centre of the controversy is the inclusion of “free sugars” in the health assessment criteria. These are sugars naturally present in fruits and vegetables that are released during processes like puréeing or mashing. Under the proposed rules, any product with sugar levels exceeding set thresholds could be subject to a ban on advertising before 9pm. That restriction would extend to staple products such as fruit yoghurts and pasta sauces, which often include tomato paste or fruit purée.
Food Industry Leaders Raise Concerns over Unintended Effects
Several voices from the food sector have spoken out against the updated classification system. Stuart Machin, Chief Executive of Marks & Spencer, described the move as “nonsensical”, claiming it encourages the removal of natural ingredients in favour of artificial substitutes. According to Mr Machin, “Customers have told us that they want recognisable store-cupboard ingredients in their products, but the inclusion of ‘free sugars’ in the new model encourages us to remove fruit purees from yogurts or tomato paste from pasta sauces and replace them with artificial sweeteners.”
According to The Telegraph, Mars Food & Nutrition, the maker of Dolmio pasta sauces, has also expressed concern. A company spokesperson warned the reform could lead to “unintended consequences for consumers”, with nutrient-rich vegetable and fruit purées potentially replaced by lower-quality ingredients to comply with the new regulations.
Retailers such as Asda echoed the sentiment, stating the proposed rules would “confuse customers, undermine data accuracy, and slow our progress helping customers build healthier baskets”. According to the Food and Drink Federation’s Chief Scientific Officer, Kate Halliwell, the public is already struggling to meet the recommended daily intake of fruit and vegetables. She cautioned that the changes “could make it even harder for consumers to achieve this.”
New Classification May Alter How ‘Junk Food’ Is Defined
The proposed changes are part of a broader strategy aimed at curbing obesity and easing the financial strain on the NHS, which currently spends £11 billion annually on obesity-related health issues. The updated Nutrient Profiling Model is being considered for wider application beyond snacks and sweets, which are currently subject to pre-watershed advertising restrictions.
If implemented as described, the redefinition of unhealthy foods would not only apply to processed snacks but also to a broader range of everyday products that contain puréed or mashed fruits and vegetables. These could include ready meals, sauces and even fruit juices, making them ineligible for advertising before 9pm.
Emma Lewis from Danone expressed concern about ongoing regulatory changes, warning that “the Government risks undermining future investment in reformulation if the goalposts continue to shift.” According to the Department of Health and Social Care, these changes are part of a commitment to “build a healthier Britain,” despite pressure from food industry stakeholders. A spokesperson added, “We can’t just sit back and leave increasing numbers of kids to grow up obese and unhealthy.”
