Ingredient distributor and supply chain expert ACI Group has urged the food industry to focus on reformulation and authenticity as brands adapt to the UK’s new junk food advertising ban.
While advertisers have been adhering to the regulations voluntarily since October, the New Year marked the official implementation of the ban, which imposes major restrictions on TV and online adverts promoting 13 in-scope product categories.
These include snacks, baked goods, cereals and protein bars.
To be permitted to feature in any online advertisement or pre-watershed TV spot, products must pass a scoring assessment that balances their fat, sugar and salt content against their nutritional value.
Products fortified with nutrients such as fibre and protein are more likely to meet these new requirements.
Karsten Smet, CEO of ACI Group, said: "Functional ingredients are no longer supporting players, they’re now headline acts for brands looking to improve the nutritional score of their products."
"There is a huge variety of ingredients and additives that can boost the nutritional value of food and beverages and a little added fibre or protein into a recipe could be the difference between maintaining that share of voice or ceding it to a competitor."
"Rather than investing in advertising sleight-of-hand and looking for ways to game the system, the best approach is transparency."
"Any brand looking to maintain its presence online or on daytime TV should carefully examine its supply chains to see what it can add or remove without compromising on quality or cost."
The new nutrient profiling system works by scoring products based on their energy, salt, fat and sugar, then subtracting points based on fibre and protein content.
Any food product that scores more than four points, or any beverage that scores above one point, will be classed as “less healthy” and be subject to the ban.
"Reformulation is always a challenge — even the smallest tweaks to a recipe can have a major ripple effect throughout supply chains," added Smet.
"But by tapping into new supply chains and niche ingredients, businesses can turn that challenge into an opportunity to stay ahead of increasing consumer demands for health-boosting meals and snacks."
"Health claims will become an even more important point-of-difference for disruptive brands looking to protect or increase their share of voice in the UK."
"We’re here to support businesses in this new era for the industry, connecting them with the most innovative, high-performance functional ingredients that will help their products stand out from the crowd," concluded Smet.