Government’s New Guidance on Food Promotions
The UK government is advising retailers to enhance consumer transactions by promoting discounts on minimally processed, nutritious foods. This push follows lobbying efforts from major ultra-processed food companies, as revealed by the Guardian.
With upcoming regulations that will prohibit junk food promotions starting in October, the Ministry of Health and Social Care has provided guidance to assist various businesses—including shops and online retailers—in adhering to these new laws.
The guidance emphasizes the aim of redirecting promotional efforts towards healthier options. This may involve promotions like “2-for-1” deals or discounts on fruits, vegetables, whole grains, and lean meats.
Such promotions could significantly improve accessibility for families and enhance overall diet quality.
However, the initial push to promote healthy food options seems to have faded. After intervention from the Food and Drink Federation (FDF), which represents huge corporations such as Nestlé and Coca-Cola, this focus appears to have been sidelined.
Even though the new regulations are in place, guidance issued to retailers now encourages alternatives labeled as “healthier options,” rather than specifically advocating for minimally processed foods. Experts find this to be questionable advice, as many ultra-processed items—like energy drinks, chips, and snacks—still fall within this “healthier” label.
The Guardian pointed out that a notable change in policy came about on June 1, 2023. This followed the FDF’s pressure on the Department of Health and Social Care (DHSC) to amend its nutritional policies and drop recommendations to promote minimally processed foods.
Following a freedom of information request, the government disclosed a series of emails exchanged between the FDF and DHSC. Many of the emails were extensively redacted, citing sections of the Freedom of Information Act intended to safeguard personal data and government policy discussions.
These emails, dating from October 2022 to April 2023, illustrated how the FDF, representing firms with revenues exceeding £112 billion, exerted influence to eliminate language supporting minimally processed food promotions.
One FDF email expressed concern over the ongoing presence of promotional guidance related to minimally processed foods, asking when it would be removed from official documents.
Just days later, discussions continued about the guidance document’s existing content, revealing uncertainty and negotiations regarding the inclusion of processed foods within health recommendations.
By January 2023, the FDF was informed that guidance promoting minimally processed options would be removed. An email indicated that updates to HFSS (High Fat, Sugar, and Salt) promotional implementation guidance were forthcoming, confirming that terms related to minimally processed foods were to be eliminated.
Cathy Cliff, campaign coordinator for the Soil Association, commented on the situation, stating that blocking discounts on healthy foods primarily benefits ultra-processed food manufacturers rather than addressing consumer health concerns.
It’s troubling to note that the average British diet now consists of about 50% ultra-processed foods. Some individuals, especially from less affluent areas, may consume up to 80% of such foods.
Notably, while all foods undergo some processing, ultra-processed options are often high in fat, sugar, and salt, contributing specifically to the obesity crisis. This results in a financial burden on the NHS that exceeds £11 billion annually.
Research has recently suggested a direct link between high ultra-processed food consumption and increased mortality rates. In fact, these types of foods are implicated in one in seven preterm births in the UK each year.
A representative from the Ministry of Health Social Care noted that these developments were part of ongoing efforts by previous governments to combat obesity and promote a healthier society.
Additionally, the spokesperson emphasized actions being taken to reduce junk food advertising targeted at children and strengthen local regulations regarding takeout outlets near schools.
Referring to the Good Food Nation Bill in Scotland, a governmental representative clarified that the terminology around ultra-processed foods hasn’t been omitted from discussions.
In the backdrop, the FDF continues to engage with governmental bodies, advocating for clarity on regulations concerning the nutritional landscape.
