In the UK, a nutrient profiling model is used to define products high in fat, salt or sugar (HFSS), to determine what can and cannot be advertised to children on TV, internet, outdoor spaces and in print media. The model is also used to underpin promotional regulations in England, which limit where products can be placed in store and online.   In the future, the model will also be used (from October 2025) to limit volume promotions in England and (from October 2025) to further restrict UK Advertising on TV and online.   

FDF has developed a calculator for the current nutrient profiling model for our members to help them calculate if a product is HFSS. [If you would like to know more about FDF membership please click here]

The current model was reviewed in 2018 to reflect revised guidelines on free sugars and fibre but following consultation, the new model is yet to published. We have concerns that the new proposal means most high fibre breakfast cereals, fruit yogurts and all 100% fruit juices and smoothies will be classified as HFSS. It also uses ‘free sugars’ which are difficult to calculate in some products, and cannot be analysed for. Once the new model is published, there will be further consultation to determine how to best integrate it into UK advertising codes.

Toolkit: HFSS toolkit

13 July 2023

This toolkit brings together key resources to help you navigate regulations relating to food and drink high in fat, salt and sugar (HFSS).

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Webinar: What’s next for advertising and promotion of HFSS products across the UK?

25 July 2023

Are you confused by the complex regulations that affect the advertising and promotion of your HFSS products? This webinar, recorded live on 25th July 2023, includes presentations from speakers with extensive experience in helping companies interpret regulation in this area

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Technical guidance on current UK nutrient profiling model

Government guidelines to assist food manufacturers, retailers and advertisers to correctly calculate nutrient profiling scores for their products.

This document answers some of the frequently asked questions about the application of the model to different types of products through a simple guide, Q&A section and worked examples.

Nutrient profiling technical guidance

Consultation: UK Nutrient Profiling Model 2018 review

Public Health England (PHE) was asked by the Department of Health and Social Care to review the UK Nutrient Profiling Model to bring it in line with current UK dietary recommendations. The review included developing a modified Nutrient Profiling Mode. 

The consultation sought views on the modifications made to the UK Nutrient Profiling Model, specifically its alignment with current UK dietary recommendations.

UK Nutrient Profiling Model 2018 review

Technical guidance on UK nutrient profiling model – Fruit / veg / nut score

Further guidance is available on how to calculate the amount of fruit, vegetables and nuts in your product for the purposes of the nutrient profiling model.

To note

  • Starchy vegetables (such as potatoes or yams) do not count
  • Fruit and vegetables which have been subject to further processing (e.g. by converting them to concentrated juices, powders or oils) do not count.
  • The weight of dried fruit and veg should be multiplied by 2 – see equation in the guidance.
Nutrient profiling guidance – Fruit / veg / nut score


Webinar on understanding the HFSS promotional location regulations

New Regulations on the placement of foods high in fat, salt and sugar (HFSS) will come into force on 1 October 2022. This webinar (held on 7 June 2022) provides guidance from FDF and the British Retail Consortium to help your business prepare.  It includes advice on:

  • Whether your business will be liable
  • How to identify if your products are in scope
  • How to calculate the nutrient profiling model ‘HFSS’ score


Future Milestones

TBC Consultation by advertising regulators on how to integrate the new nutrient profiling model into existing advertising codes.

Publication date to be confirmed

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