With the upcoming HFSS ban on volume promotions, the classic FMCG sales levers are being restricted. This presents a significant opportunity for brands to shift from price-led promotions to experience-led engagement, which is now the most reliable path to driving trial and securing growth.
HFSS Rules: A Simple Breakdown
The regulations apply to specific pre-packaged food and drink categories that are high in fat, sugar, or salt:
The rules create two main types of restrictions for these products, which means brands face a new marketing reality:
The good news is that while traditional promotions are being heavily restricted, in-store sampling is not considered a “volume price promotion” and is therefore outside the scope of these rules.
The official government guidance is clear, stating that free samples are exempt if they “are not in a prepacked item” and “do not involve offering the food for sale.”
This makes a freshly prepared sample the perfect, compliant way to drive trial when other promotional tools are being limited. To help you get inspired, we’ve gathered five powerful examples of HFSS-compliant strategies that are already delivering fantastic results for major brands.
This Bazooka campaign worked around HFSS rules banning BOGOFs by replacing a price incentive with a play incentive. A Nerf blaster and Spin to Win game outside supermarkets created a powerful draw for families, driving an impressive 10% sales conversion.
With HFSS limiting in-store promotions, this Fulfil tour had the winning combination. Taking a high-impact sampling truck directly to multiple retailer Head Offices created the buzz and excitement crucial for ensuring a brand is championed from the inside.
This Swizzels campaign proves the power of consumer events, which are outside retail HFSS rules. Activating at Wimbledon with timely strawberries and cream flavoured Squashies created a joyful brand moment, building positive memories that drive future sales.
2. HIGH STREETS
With HFSS making the high street a key battleground, this Goodfellas campaign had the winning strategy. A custom food truck created an unmissable destination that bypassed retail restrictions, proving the power of a smart, out-of-store brand experience.
