‘Tender drinks are well positioned to confront the HFSS opportunity’, says Britvic

‘Tender drinks are well positioned to confront the HFSS opportunity’, says Britvic

The HFSS guidelines will hit the impulse channel in particular onerous, given a ban on inserting HFSS (excessive elephantine sugar and salt) merchandise approach tills.

However this in flip offers a probability for compliant no and low sugar brands to shine, says Britvic’s managing director Paul Graham.

In actual fact, a combine of voluntary calorie reduction and innovation and reformulation spurred by the introduction of the UK Tender Drinks Replace Levy in 2018, approach that 78.8% of spend on soft drinks is already HFSS compliant – manner above other categories worship confectionery the establish only 2.7% of spend is compliant.

HFSS guidelines

From October, merchandise which are excessive in elephantine, salt or sugar will face restrictions around promotions and placement in retail retail outlets and on-line: with the government pointing to proof​ that food retail set promotions are standard and effective at influencing food preferences and purchases, in particular for younger of us.

The contemporary restrictions​​ will put together to ‘ready soft drinks containing added sugar substances’ : covering a immense different of drinks at the side of fruit drinks, milk-essentially based drinks, fermented yogurt drinks, kombucha and powders.

The guidelines embody a ban on multibuy promotions, equivalent to ‘elevate one get one free’. They moreover negate that HFSS items cannot be positioned in any establish inside of 2m of the checkout facility or queuing establish. Online, HFSS items cannot be positioned at ‘places’ such because the homepage of an web living or pop-ups.

While the UK sugar tax kicks in at 5g sugar per 100ml, the HFSS guidelines will as a substitute be in accordance with a nutrient profiling model (NPM)​ developed by the Food Requirements Company.

Writing in Britvic’s UK Tender Drinks Evaluation 2022, Paul Graham, managing director at Britvic, notes the soft drinks swap faces an array of challenges: the upward thrust within the value of residing, the lowest consumer self belief phases on file, and within the UK, uncertainty over Deposit Return Draw guidelines.  

“Many retailers and manufacturers will face extra challenges down the road with HFSS guidelines coming into power in October 2022,” ​he notes.  

However he emphasised that the soft drinks category can flip this into a probability.

“As a category, we’re for crawl no strangers to the impact of legislative adjustments, having navigated the soft drinks swap levy in 2018. This has proven how the category can react thru reformulation and innovation, ensuing in a important reduction in calories and sugar whereas it remained firmly in development.

“Therefore soft drinks is well positioned to confront the HFSS opportunity and survey this as a probability for no/low sugar brands.”

Decrease sugar drinks can fill a gap within the impulse channel

Impulse objects could be heavily impacted by HFSS restrictions, and soft drinks are the excellent impulse channel representing some 41% of the category.

“Upcoming HFSS guidelines offers a important insist for retailers and operators, a couple of of whom will wish to invent important adjustments to the manner they promote their merchandise and lay out their retail outlets,” ​notes Britvic. “Cautious planning to mitigate this risk is a truly unparalleled.”

However in soft drinks, 78.8% of spend on soft drinks is already HFSS compliant, in accordance with Kantar files. That’s manner above other affected categories equivalent to confectionery (the establish only 2.7% of spend is compliant); biscuits (4.1%), ice cream (5.2%) comely snacks (9.8%) and cakes (19.1%).

Which approach soft drinks are in a ‘stable living’ to support change misplaced gross sales from HFSS objects, says Britvic.

“The soft drinks category, value 41% of total impulse, is ideally positioned to support retailers trot this gap, having already developed in latest years to take care of the Tender Drinks Replace Levy. Tender drinks can force incremental gross sales from promotional characteristic establish that other impulse categories can’t. “

On the different hand, this must be set in context: soft drinks are level-headed the no 1 impulse category by price, meaning that the impact is level-headed mammoth with some £1.28bn of spend on impacted merchandise.

Which approach manufacturers must specialise in how their portfolios will get up towards the constraints in October and alter accordingly.

Britvic says it already has a range of merchandise and activation to support maximise gross sales within the convenience channel thru HFSS: with 90% of the Britvic portfolio already compliant.

Shall we embrace, vitality drink Rockstar (dispensed by Britvic within the UK) can fill its six prime bestsellers HFSS compliant earlier than the guidelines coming into carry out.

Britvic’s pointers for maximising HFSS success

  • Minimise HFSS risk thru ranging compliant merchandise
  • Enhance compliant NPD to excite potentialities around more healthy drinks
  • Don’t edit out different by fully casting off HFSS merchandise. There are level-headed a form of plump sugar loyalists: equivalent to 38% of stimulants (by price) and 9% of cola purchasers.
  • Maximise occasions and events, equivalent to Christmas, Halloween and Easter. Make occasion-essentially based solutions with food and drink equivalent to snacks and BBQs.