Last updated on October 24, 2025
No, starting 1 October 2025, businesses in England with 50 or more employees will be prohibited from offering “buy one get one free” and similar multibuy promotions on foods high in fat, salt, or sugar (HFSS), including sugary snacks.
The End of the Sweet Deal?
Imagine walking into your local supermarket, eyeing a tempting “buy one get one free” offer on your favorite chocolate bars. You grab two without thinking—after all, it’s a deal too good to pass up. But soon, that familiar offer might disappear from the shelves in England.
The UK government has drawn a line in the sugar, and it’s reshaping how food is sold. The goal? To tackle the country’s growing obesity crisis by changing the way we shop—starting with the deals that nudge us toward less healthy choices.
A Legal Shift in the Snack Aisle
The change comes under the Food (Promotion and Placement) (England) Regulations 2021, which aim to restrict how high fat, salt, and sugar (HFSS) products are promoted. These rules apply to medium and large businesses—those with 50 or more employees—and cover both physical stores and online platforms.
While restrictions on where HFSS products can be placed (like at checkouts or aisle ends) have been in effect since October 2022, the ban on volume-based promotions—such as “buy one get one free,” “3 for 2,” or “50% extra free”—was delayed due to economic pressures. That delay ends on 1 October 2025, when the full restrictions will come into force.
Why Target Promotions?
The reasoning is simple: promotions work. Studies show that multibuy offers lead consumers to purchase nearly 20% more than they otherwise would. And these deals are disproportionately applied to foods that are high in sugar, salt, or fat—think biscuits, cakes, crisps, and sugary drinks.
The government’s strategy is to shift promotional power toward healthier options. By removing the financial incentive to stock up on sweets, the hope is that consumers will make more balanced choices—especially when shopping for children.
What Counts as “Sugary Snacks”?
The regulations define HFSS products using a nutrient profiling model developed by the Department of Health. This includes many familiar treats: chocolate bars, sweets, pastries, ice cream, and sugary drinks. If a product scores above a certain threshold for sugar, fat, or salt, it’s in scope.
Retailers will still be able to sell these items, but they won’t be allowed to promote them through volume-based deals or place them in high-visibility spots like store entrances or checkout counters.
Who’s Affected?
The rules apply to supermarkets, convenience stores, and even non-food retailers like clothing shops that sell snacks at the till. Online retailers and marketplaces are also covered. Smaller businesses—those with fewer than 50 employees—are currently exempt, though they’re encouraged to follow the guidance voluntarily.
A Cultural Shift in the Cart
This isn’t just about law—it’s about changing habits. The UK has one of the highest obesity rates in Europe, and childhood obesity is a growing concern. By reshaping the food environment, the government hopes to make healthier choices easier and more accessible.
So next time you see a “2 for 1” on chocolate bars, enjoy it while it lasts. Come October 2025, the UK’s snack game is getting a health-conscious makeover.
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Sources
Restricting promotions of products high in fat, sugar or salt by location and by volume price: implementation guidance
https://www.gov.uk/government/publications/restricting-promotions-of-products-high-in-fat-sugar-or-salt-by-location-and-by-volume-price/restricting-promotions-of-products-high-in-fat-sugar-or-salt-by-location-and-by-volume-price-implementation-guidance
29 September 2023
The Food (Promotion and Placement) (England) (Amendment) Regulations 2023
https://www.legislation.gov.uk/uksi/2023/949/pdfs/uksiem20230949en_001.pdf
30 September 2023