Unhealthy foods will be banned from ‘impulse buy’ areas (Image: Getty)
is restricting foods – including cereal and yoghurt – as it cracks down on
Unhealthy food and drink items high in will not be allowed to be marketed within two metres of checkouts or queueing areas.
The government announced that the new rules intended to curb impulse food and will apply to medium or large businesses with 50 or more employees.
The new rules, which could be introduced in 2026 if approved by the Senedd, would also restrict the marketing of unhealthy items at store entrances and at the end of aisles.
Medium to large retailers would also no longer be able to offer BOGOF deals on unhealthy items. Free refills on sugar-sweetened drinks found in restaurants or takeaways would also be banned.
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Wales is attempting to crack down on unhealthy foods (Image: Getty)
There is a two-stage test to see if a product is included.
They will need to fall into a list of categories based on the Public Health England calorie and sugar reformulation programme and the soft drinks industry levy.
The nutrient profiling model will then be applied. If it scores four or more for food or one or more for drinks then it will not be able to be promoted.
The foods which will be subject to restrictions are:
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Soft drinks
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Chocolate confectionery
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Sugar confectionery
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Cakes
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Ice cream
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Morning goods (pastries)
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Puddings and dairy desserts
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Sweet biscuits
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Breakfast cereals
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Yoghurts
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Milk-based drinks with added sugar
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Juice-based drinks with added sugar
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Pizza
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Crisps and savoury snacks
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Ready meals and meal centres (e.g. burgers, chicken nuggets, breaded chicken/fish)
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Chips and potato products
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Marketing and in-store promotions in stores are very effective at influencing food purchases with 40% of food and drink bought in UK stores on promotion, which is the highest in Europe.
The regulations also say that drink refills appear as a good-value option compared to the purchase of a single serving, such as a bottle of soft drink, which is likely to incentivise purchasing.
Wales’ Health Minister Jeremy Miles said on Tuesday: “60% of adults in Wales are now overweight or obese, and nearly a quarter of children by the time they start school – we need to take action to help people make positive changes to their diets and lifestyles.
“The retail environment in shops play a role in shaping the food and drink we buy. Promotion and marketing strategies used by the sector contribute to poor health outcomes across Welsh communities.”
Councils will enforce the new rules. If there is a breach, they will issue an improvement notice before any penalty. If there is no compliance, a fixed penalty of £2,500 will follow. The regulations say they expect councils to make 2,608 visits per year.