Warning issued to anyone who buys smoothies, oat milk and fruit yoghurts amid UK price hikes
It’s no new feat that shoppers in Britain are feeling the pinch, as shocking statistics shared earlier this month suggested grocery price inflation rose to 2.5 percent.
Now, those who regularly buy chilled fruit juice, smoothies, and oat milk at the supermarket may find these products are even more expensive than usual, thanks to proposed ‘healthy eating’ restrictions.
The report comes ahead of Chancellor John Healey’s Autumn Budget, with UK consumers waiting for the government to announce further support for struggling households on 28 October.
The Grocery Gazette said that regulations governing the advertising and promotion of foods classified as ‘less healthy’, such as fruit yoghurts, may see them being excluded from multibuy promotions and advertising.
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This could drive up the prices of whole-grain cereals and other household essentials.
The worrying news comes after companies spent significant sums changing their products to comply with the old guidelines, as reported by The Mirror.
Items like porridge pots and sweet rice items would no longer be able to be included in multibuy deals if the regulations—designed to tighten up what is and is not healthy—come into effect.
“The changes will see many products that contribute to a balanced diet, like wholegrain cereals and fruit yoghurts, classed as less healthy,” Katie Halliwell, of the Food and Drink Federation, said.
The Sun reported that some families could see prices of their children’s favourite items soar by as much as 65 percent, even if they have no added sugar in them.
Under the new plans, a greater number of foods deemed ‘unhealthy’ would also face a ban from TV adverts before 9pm.
Adverts would also be blocked from paid online promotions and removed from supermarket multibuy offers, such as ‘three-for-two’.
Defending the food proposals, a government spokesperson added that the previous Nutrient Profiling Model is 20 years old and does not reflect the latest dietary advice.
“We are considering the responses, and will continue to be guided by the evidence on what will best help to tackle the concerning rates of childhood obesity.
“Tackling the cost of living is a priority for this Government and we will ensure any changes help families make healthier choices while keeping food affordable.”
However, Halliwell has warned that the move may ‘jeopardise businesses’ ability to keep investing in creating options that make it easier for people to make simple swaps to improve their health’.
Meanwhile, top economist Dr Chris Snowdon claimed: “This is a petty and vindictive move by the Government, cutting the limits by enough to cost the food industry a fortune in compliance costs while doing nothing for public health.
He added to The Sun: “The state is moving the goalposts for no reason. The only effect will be to push up the cost of food.”
The Government intends to give businesses 12 months to prepare, although the plans haven't been finalised yet.
A spokesperson said keeping food affordable while helping people eat better remains the main objective as they consider feedback, as per The Mirror.
Ella Scott