EMEA Food Brands Navigate HFSS Regulation Reforms

Throughout the EMEA region, regulations on food and drink products with high levels of fat, sugar, and salt (HFSS) are being reviewed as part of public health initiatives and an effort to satisfy changing consumer expectations. Muserref Karadayı from Ingredion, a specialist in ingredient solutions, highlights the assistance available for brands striving to create appealing and compliant products. The evolving relationship between consumer expectations and nutrition is complex, with food and beverage regulations adding pressure on brands but also presenting opportunities to promote clean labeling and healthier product access.

Countries such as the UK, South Africa, Morocco, and Tunisia are leading efforts to enforce HFSS legislation, encouraging industry-led reformulation that balances product appeal and compliance. The UK's Soft Drinks Industry Levy is being reformed to lower the sugar threshold and include milk-based products like cold coffees and milkshakes. New restrictions also affect how HFSS products are advertised and sold both in media and physical stores.

Saudi Arabia has introduced regulations requiring restaurants to display nutritional information, along with a tiered tax on sugar-sweetened beverages (SSBs). These regulations aim to promote nutritional awareness and discourage SSB consumption in schools. South Africa's sugar-based tax, implemented in 2018, also targets SSBs, reflecting a broader move towards healthier consumption encouraged by the World Health Organization (WHO).

Reformulation strategies are essential to meeting these new regulations, with Ingredion providing innovative ingredient solutions like stevia-based sweeteners. This plant-derived alternative to sugar offers a sweet taste without the calories, addressing previous issues such as an aftertaste through their PureCircle portfolio. These advancements allow brands to maintain product appeal while aligning with clean label claims and plant-based demands.

Transparency in labeling is becoming increasingly critical, with Ingredion facilitating this shift through consumer research and recipe expertise, ensuring brands meet regulatory requirements and consumer expectations. Changes in HFSS regulations require brands to adapt proactively, utilizing reformulation to influence the regulatory landscape rather than merely react.