Krispy Kreme CEO Mike Tattersfield has dismissed the impact of the UK’s restrictions on products high in fat, salt or sugar (HFSS) on its business as he claims that shoppers can be “trained” to look for products elsewhere.
In October 2022, the government rolled out regulations across supermarket stores to stop unhealthy products being placed at store entrances, checkouts and gondola ends in a bid to tackle obesity levels.
However, Tattersfield told the Financial Times that it will continue to push for growth in the UK market by training customers to look in other parts of stores where Krispy Kreme is present, such as Tesco and Sainsbury’s.
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“Whenever you have regulations that kick in, customers still continue to look for what we do,” he said. “I don’t see the world changing to kale cake for their break every single day.”
The restrictions within large stores came as the first of three government regulations that look to limit the sale of HFSS products.
The other two have since been pushed back, with restrictions to multibuy deals in supermarkets such as ‘but one, get one free’ due to come into play this October, while a pre-watershed ban on TV advertising for HFSS products has been delayed until 2025.
