Healthy snacking: The journey towards non-HFSS –


The Government targeting of high fat, salt and sugar (HFSS) brands has come seen some controversy this year.

The High Court dismissed Kellogg’s legal challenge against the Government’s HFSS guidelines, while its delay in the implementation of restrictions on advertising and volume promotions has been criticised for contradicting its levelling up ambitions and escalating the cost of treating obesity.

Snack suppliers have been facing the HFSS challenge head on from cutting the sugar, fat and salt from its snacks – whether sweet or savoury – to focusing on substitution with alternative ingredients and all without trying not to compromise on taste.

The industry has seen a range of launches hit the market. Go-Ahead launched a non-HFSS recipe for its fruit slices, Nestle-owned Nature’s Heart has rolled out a range of non-HFSS savoury snacks and most recently Walkers revamped products from its three ranges – Walkers Baked, Doritos Dippers and PopWorks – to become non-HFSS.

And the signs are that this healthy snacking category is growing as consumers increasingly focus on their health and wellbeing.


Shoppers are increasingly looking for ‘healthier’ options

Health and wellbeing

According to Mintel ‘Snack bars and Breakfast biscuits report, 2022’, ​66% of snack bars are eaten in home vs 36% on-the-go and 26% at work/ school/ Uni/gym.

The report said that the ongoing return to workplaces and places of study in 2022, as consumers embrace the next normal, will provide a boost to the market.

“Snack bars and breakfast biscuits will continue to benefit from demand for both in-home and out-of-home snacks due to the on-the-go element of the category having enduring appeal. The healthier proposition of the market will help to drive sales, particularly if brands continue to invest in healthier variants to be HFSS compliant,”​ said Amy Price, senior food and drink analyst at Mintel.

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About the Author: Eugene Berry