The snack brands gearing up for the HFSS clampdown

By Gill Hyslop

- Last updated on GMT

HFSS restrictions come into effect in the UK in October 2022. Pic: GettyImages/ahirao_photo
HFSS restrictions come into effect in the UK in October 2022. Pic: GettyImages/ahirao_photo

Related tags HFSS Walkers crisps Valeo Foods Kp snacks Pepsico regulations

Valeo Snackfood’s Kettle and Walkers are the latest to join the UK’s better-for-you crusade, ahead of the regulations due to come into force in October.

Snack brands are scrabbling to reformulate products in the run-up to the UK government’s HFSS embargo, which will see restrictions limit the placement and promotion of snacks deemed HFSS (high in fat, salt and sugar).

Last year, Emily Veg Thins and Eat Real both announced reformulated recipes, followed by an overhaul of Snack a Jacks by owner PepsiCo.

Healthy snacking startup Simply Roasted debuted with a four-strong range of non-HFSS crisps (Sea Salt, Mature Cheddar & Red Onion, Sea Salt & Cider Vinegar and Black Truffle). The crisps are made with a proprietary process using three different ovens to remove the moisture from potatoes before seasoning and bagging. Simply Roasted claims this process results in crisps that contain only 0.58g salt per 100g and 50% less fat than rival brands.

KP Snacks has also revealed plans to introduce a reformulated portfolio that will be ‘one of the most comprehensive non-HFSS ranges within the crisps, nuts and snacks category’.

Capitalising on growing consumer trend

Earlier this week, PepsiCo's Walkers announced the launch of its first non-HFSS crisps range with ‘nearly half the salt’ of its standard offering.


The 45% Less Salt range will debut with three flavours: Mild Cheese & Onion, Lightly Salted and A Dash of Salt & Vinegar. According to the producer, the range maintains the great flavour that Walkers is known for, performing strongly in consumer taste-testing. In fact, eight of 10 consumers stated the Mild Cheese & Onion variant ‘exceeded expectations’.

“We firmly believe this choice should never come at the expense of delicious flavour and with our new range, we’re on a mission to prove that less salt is unexpectedly tasty,”​ said Walkers senior marketing manager Rachael Smith.

“Our latest launch answers the demands of shoppers, whilst helping retailers to capitalise on a growing consumer trend.”

Meanwhile, Kettle’s new Bread Bites are triple baked and fully non-HFSS, rolling out in three variants: Kettle Sourdough Bites with Parmigiano Reggiano & Balsamic Vinegar of Modena, Kettle Focaccia Bites with Sea Salt, Rosemary & Extra Virgin Olive Oil, and Kettle Naan Bites with Spiced Onion Bhaji with Chilli & Toasted Onion.


“Kettle Chips are a staple snack across households nationwide and we pride ourselves on creating delicious and innovative seasonings that we know consumers will love,”​ said Russell Tanner, marketing director of Valeo.

“Through the launch of our new Bread Bites range, we’re providing consumers with an exciting new snack option that tantalise the taste buds, and our retail partners with a non-HFSS Kettle snacking range.

“There are so many ways to enjoy each Bread Bite, whether it’s warm as part of a meal, paired with a delicious dip or eaten straight from the bag while on the go or watching your favourite film – the options are endless and we can’t wait for consumers to try our brand new offering.”

Kettle’s Bread Bites are launching in Morrisons later this follow, followed by Tesco in April, with an RRP of £2.09. Walker’s 45% Less Salt is available in 45g grab bags (85p) and mutipacks (£1.75).

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