Waitrose has started rolling out informative HFSS signage in some stores to help customers navigate the HFSS promotional legislation coming into place this October.
The supermarket has been introducing signs in certain areas of the shop floor – such as near the checkout area where products high in fat, salt and sugar are typically located – to let customers know it will be moving some products to comply with the new regulations.
Restrictions on the placement of less healthy products form a key part of the government’s commitment to reduce obesity and will come into force on 1 October 2022. This will mean HFSS products can no longer promoted in key locations, such as checkouts, store entrances, aisle ends and any online equivalents.
The new signs in Waitrose advise shoppers to reach out to store colleagues for help if they’re having difficulty locating their ‘favourite’ products.
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Some of the signs also feature a QR code that directs customers to the government’s website, where they can learn more about the new HFSS rules and how they are affecting supermarkets.
A Waitrose spokesperson said: “We want our customers to have a great experience when shopping with us.
“We’re moving the location of some products to comply with the new HFSS legislation coming into place later this year, so have put signs up to let customers know that some products may have changed location, and that our Partners are on hand to help direct them to anything they need.”
The UK government is delaying the restrictions on multibuy deals for foods high in fat, salt or sugar (HFSS) until October 2023, giving itself time to monitor the impact of the restrictions on the cost of living in light of an “unprecedented global economic situation”.
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