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 1. Analysis

November 9, 2022


WHY UK SNACK MAKERS ARE PERSISTING WITH NON-HFSS DRIVE

Despite the cost-of-living crisis and UK government delaying some new rules,
manufacturers and consultants believe it’s still worth investing in
better-for-you snacks.

By Andy Coyne

The Mr Kipling better-for-you range
 * 
 * 
 * 
 * 

The launch of better-for-you snacks in the UK continues at pace, even as
consumers struggle with a cost-of-living crisis and the Government holds back
some of its new rules governing the promotion of foods high in fat, salt or
sugar.

A number of major UK food manufacturers have developed and launched non-HFSS
(high in fat, salt or sugar) lines in recent months. Arguably, there are three
reasons for creating the products. It could be pure altruism; doing the right
thing to encourage healthy eating and to tackle childhood obesity. Or, it could
make commercial sense to meet consumer demand. Manufacturers may have seen a gap
in the market they can exploit by reconfiguring an existing product or launching
something new.

Or snacks firms could be forced down this route by an increasingly tough
regulatory regime in the UK, which punishes products judged to be unhealthy.
And, of course, it could be a combination of the above.



But recent economic and political developments in the UK have caused questions
about whether manufacturers should be ploughing time and resources into a
non-HFSS product development strategy.


THE COST-OF-LIVING CRISIS

The picture, as far as the UK is concerned, however, has become blurred by a
couple of factors. A cost-of-living crisis is causing everyone to look at their
household budgets and better-for-you products often carry a price premium. Might
they become a nice-to-have rather than a must-have?

And, while the UK government’s plans to restrict how and where non-HFSS products
(including snacks) can be sold have not gone away, elements of the planned new
regulations have been kicked into the long grass. That’s partly because the
Government has other priorities and partly, one suspects, because it is probably
not seen as the right time to lecture cash-strapped consumers about their food
habits.

All of which begs the question, will non-HFSS snacks continue to thrive?

Well, new product activity this year suggests manufacturers are betting demand
for better-for-you snacks will persist.



In April, Premier Foods claimed a category first by launching Mr Kipling
Deliciously Good – a better-for-you range of Mr Kipling cakes and pies. The
cakes contain 30% less sugar and up to ten times the amount of fibre than
standard Mr Kipling ranges and have as few as 99 calories per portion.

Premier said the products are part of its “ESG strategy” to support healthier
lifestyles by more than doubling sales of its healthier products.

Explaining the thinking behind the launch, William Bolton, Premier Foods’ head
of research and development, told Just Food: “Consumer demand for healthier
snacks and treats has been on the rise for a while now. Not only are we seeing
growing demand for nutritious meals and snacks, people are increasingly looking
for healthier ways to treat themselves. In fact, 73% of shoppers told us they
wanted healthier cake options.”

Often reformulated, better-for-you versions of existing, and popular, snacking
items are criticised for removing flavour alongside unhealthy ingredients but
Bolton said its new Mr Kipling range – which took three years to bring to market
– has performed well in taste tests.

“The cornerstone of creating new products, and particularly baked goods, is the
functionality of ingredients – for example, oil or butter – which contribute
significantly to products’ taste and feel. When developing new, healthier
treats, utilising innovative new processes, ingredients and technologies are key
to retaining these characteristics,” he says.

“We’ve been honing our expertise in healthier innovation for years now and our
learnings from our first better-for-you range gave us the knowledge to build and
improve on our healthier cakes.”


PLANNED HFSS LEGISLATION

Premier’s launch was followed a month later by Mars delivering a non-HFSS Triple
Treat bar series across its Snickers, Mars, Galaxy, and Bounty confectionery
ranges.

The company said the bars – lower in calories than existing products and based
on ingredients including date paste – had been developed as HFSS-compliant in
response to the Government’s planned legislation targeting reductions in fat,
sugar and salt within snack products.

However, the launch came just days after the Government announced a delay in
banning promotional deals across HFSS foods and drinks, marking a major U-turn
in its anti-obesity strategy.

Restrictions on where HFSS products can be promoted in-store – barring locations
such as checkouts, store entrances and the ends of supermarket aisles – came
into force this October as planned. However, the curbs banning adverts for junk
food on television before 9pm and paid-for adverts online have been delayed
until January 2024. Meanwhile, a ban on buy-one-get-one-free deals for unhealthy
snacks has been pushed back by a year to October 2023.

The delays, the Government said, are a response to consumers already having to
deal with a cost-of-living crisis that has seen retail prices spiral in recent
months. And given that there is no end in sight to that crisis, it was revealed
in September – much to the chagrin of anti-obesity campaigners – that a
Government review could push those dates back further. That review emerged under
the short-lived tenure of former UK Prime Minister Liz Truss. Her successor
Rishi Sunak has made no public comment either way and there has not yet been an
indication of how he views the issue.


HEALTH CONSCIOUSNESS

For all the uncertainty around the UK’s legislative agenda, market watchers
believe there is an underlying consumer trend manufacturers must follow and that
non-HFSS products could leverage.

John Stapleton, a food business entrepreneur who built up and sold UK brands New
Covent Garden Soup Co. and Little Dish, says: “Lots of research shows consumers
want to eat more healthily. Despite pressure on price, people are still very
conscious of health.

“The HFSS legislation is stuttering a bit but it has seen a focus on health from
brands coming to the fore. It would be a great shame if the legislation is not
going to go through but I think the cat is out of the bag now on the discussion
around the need for HFSS legislation. If you remove the stick, a lot of the
effectiveness is reduced but a lot of the hard work has been done. That train
has left the station.”

He also underlines how demand for better-for-you snacks pre-dates Covid-19,
which drove increased consumer interest in the links between diet and health.
“Covid was a catalyst but there was a huge awareness of childhood obesity and an
awareness well before Covid about the consequences of a bad diet on poor health.
Covid just put it front and centre of the agenda and it hasn’t gone away.”

Stapleton, who has also co-founded food industry accelerator Mission Ventures,
says a lot of the innovation has been driven by SMEs but notes how there has
been a response from larger manufacturers. “Innovation is being unlocked. 15% of
all sales go into small brands. Retailers are taking note of this and are trying
to align innovation, health and commercial targets. Purchase patterns in some
stores have followed that,” he says.

“Some people would be very cynical about them [big companies] trying to protect
sales but it’s all for the greater good. Sustainable products mean the need for
reformulation and the big guys are reacting to that.

“The issue here is to create healthy, tasty products that are accessible to a
large part of the population. It’s difficult to get right but it can be done.
Healthy doesn’t have to mean premium price. It is achievable.”

Another sector watcher, Hamish Renton, managing director at UK-based
international food and drink consultancy HRA Global, sees no sign of healthy
snacks going away anytime soon.

“This [better-for-you product creation] is a continuation of a trend that has
been around for the last 30 to 40 years. We are always trying to find a low
trade-off way of living a skinnier life,” he says.

Renton agrees that, although Covid concerns have eased, health will remain at
the forefront of consumers’ minds but he takes the view reformulation is an
easier route for a manufacturer to go down on non-HFSS products than creating a
brand new line.

“It’s easier to make something better-for-you if it’s based on something you
make anyway. You just have to vary the proportions and it can be cost-engineered
as it’s simpler to make,” he says.

As for the regulatory pause, he sees this as a temporary halt. “If they do bin
it, the people who have just sat back and done nothing will win,” he says. “But
as a business, you have to assess the ongoing threat. It is going to happen.”


GROWING MARKET SHARE

Sally Ball, strategic insight director for nutrition and the public sector at
market research company Kantar, says healthier products are, in the main,
gaining sales in the UK. “Largely we have seen the healthier stuff growing in
share in the category and growing at a faster rate. It’s not much of a surprise
because there has been so much activity,” he notes. “We’ve seen health as a
motivation for consumers for a really long time.”

She takes Renton’s point about larger firms reformulating their products being
an obvious thing for them to do to satisfy demand but suggests “there are also
brand perceptions which they have to overcome”, something that could give the
likes of Mars and its new Triple Treat range pause for thought.

On the regulatory pressure to comply, she says: “If the legislation was
overturned and dropped, it wouldn’t get as much focus from manufacturers and
retailers but the underlying consumer demand would still be here.”

PepsiCo is another major player that has reformulated some of its snacking
products in the UK. The company has changed the recipes for its Walkers Baked
and Doritos Dippers products to meet the non-HFSS criteria, while its PopWorks
puffy snack range now has three flavours that are non-HFSS.

The US giant is, of course, the owner of major UK snacks brand Walkers but the
company has an ambition that, by 2025, half of the brand’s snacks sales will
come from products that do not classify as HFSS or from products sold in
portions of 100 calories or less.

PepsiCo is investing GBP35m (US$40.5m) into the project over the next three
years. Fiona Tomlin, chief marketing officer for the company in the UK and
Ireland, says: “We’ve taken action over the years because we believed that it
was the right thing to do – and our portfolio transformation is a continuation
of this, forming part of PepsiCo Positive, our strategic end-to-end
transformation plan with health and sustainability at the centre.”

On that awkward question about whether the reformulated products taste as good
as the originals, Tomlin says: “We firmly believe that choice should never come
at the expense of flavour, and this is something consumers will not compromise
on. As such, we’re using flavour technology that uses new ingredients to replace
the salt and help rebalance the flavours, but the finer details are a trade
secret so we can’t say much more. Our new range shows that less salt can still
be just as tasty.”

She pointed to taste testing that showed eight out of ten consumers felt that
the Walkers Mild Cheese and Onion “exceeded expectations for a crisp with 45%
less salt and highlighted that there was no perceived taste compromise”.

Tomlin denies PepsiCo is simply reacting to a tougher regulatory environment.
“We had been on a transformation journey of creating smarter snacking choices
long before the regulations were initially raised by the Government,” she says.

Bolton at Premier Foods, though, doesn’t see this focus on better-for-you and
non-HFSS as necessarily meaning a reduction in NPD around indulgent products.

“There will always be those special moments that call for true indulgence. Most
recently, we launched Mr Kipling’s first ‘bite-sized’ treat under the Signature
Collection range in response to the growing demand for affordable, sharable
snacks and treats as people continue to entertain at home,” he says.

“We expect this to continue, along with the need for better-for-you snacks, and
our product ranges will reflect this.”

Just Food analysis: A chill, not a freeze: the impact of inflation on indulgent
snacks





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Topics in this article: Mars, NPD & innovation, PepsiCo, Premier Foods
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