Smurfit Kappa explores how the impending HFSS legislation will impact brands’ packaging and offers helpful guidance – Retail Times


The face of UK supermarkets is changing thanks to the proposed HFSS (high fat, sugar and salt) legislation. Positioning of certain goods within stores will move to comply with the HFSS legislation changes set to be introduced in October 2022. These goods include sugary and salty snacks, fizzy drinks and ‘junk food’. What’s more, the new law applies to both in-store and eCommerce goods.

HFSS and the packaging industry

Designed to promote a healthy lifestyle in a bid to combat the UK’s obesity crisis, this revolutionary law will change how sweet and overly salty food will be advertised and positioned in supermarkets. A change to the rules concerning BOGOFs (Buy One Get One Free) and 50% off deals will follow in October 2023. There’s a revolution taking place in high street supermarket design to comply with the HFSS legislation, and companies need to be prepared – and we’re here to help.

Tempting displays of sweets and snacks at the checkout have moved to the aisles, and the placement of other products has also been affected. So, your brand must stand out in a very crowded space. Our distinctive, sustainable packaging solutions are designed to help speak to the hearts and minds of your customers.

Smart packaging solutions

The need for a brand to stand out is more important than ever. Using our Shelf Smart merchandising service, you can benefit from our packaging and design expertise that’s been proven to boost sales cost-effectively. The ShelfSmart service will allow you to compare how your goods fare against your competitors. We’ll work with you to provide the tools to successfully promote your brand, above all the others, on a crowded supermarket shelf. Our 3D store visualiser creates a virtual shopping environment so you can see for yourself how your product literally stacks up against your competitors in the aisle. It’s the ultimate try before you buy. 

Consumers value sustainability 

Consumer purchasing trends continue to pave the way regarding packaging design. Research shows that 8/10 of customers will walk away from a retailer due to unsustainable packaging. This affects both online and in-store products. Smurfit Kappa packaging is 100% sustainable and reducing the impact of packaging on the planet is a core ethos of our business worldwide. Our environmentally friendly products can help retain existing customers and win new ones, those who place sustainability at the centre of their purchasing decisions. 

Ready for retail environments

You’ll need to ensure that your products are retail-ready. That means making sure your packaging is easy to identify, so store personnel can quickly find the product, easy to open (but robust enough to endure transit), easy for consumers to identify and easy to dispose of responsibly once it’s no longer needed. 

Our packaging makes it easy for store workers and consumers to spot and recognise your products through unique and fresh designs. By using various printing techniques, including flexo, litho and preprint, your packaging will catch your customers’ eye and give your products the best chance of ending up in their baskets – in-store and online. 

Impact on the drinks industry

The positioning of sugary drinks is just one of the product types that will be affected by the HFSS legislation. We understand the drinks industry and have worked with many leading brands to improve their packaging. We aim to help you maximise visibility, increase sales and use sustainable packaging to promote your products. Whether you’re looking for bottle carriers, free-standing display units, or top clip can toppers, take a look at some of our industry-leading drinks packaging ideas.

Embracing the challenge

The HFSS legislation need not be seen as an industry setback. This might be the moment you have been waiting for, the catalyst for change and a chance to refresh your brand. Switch from plastic to sustainable packaging, and your customers will applaud and reward you for it. Research shows that 64% of consumers will only buy products if wrapped in sustainable packaging, give them what they want and make sure you’re not alienating your brand from almost two-thirds of the market. 

Our services help you deliver scalable, risk-free, shelf-ready packaging solutions for your goods and ensure that customers pick your products when shopping in increasingly competitive retail environments. 





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The face of UK supermarkets is changing thanks to the proposed HFSS (high fat, sugar and salt) legislation. Positioning of certain goods within stores will move to comply with the HFSS legislation changes set to be introduced in October 2022. These goods include sugary and salty snacks, fizzy drinks and ‘junk food’. What’s more, the…