Tesco to press ahead and remove HFSS promotions

Tesco shoppers are trading down
// Tesco to help customers shop more healthily with new initiative
// Tesco will remove volume-led promotions on HFSS products from October 2022

Tesco has confirmed plans to help customers eat more healthily and deliver on its commitment to make its business the easiest place for customers to shop for affordable food.

Following the government announcement that restrictions on multibuy deals on foods high in fat, salt or sugar (HFSS) are to be delayed for a year, Tesco will remove volume-led promotions on HFSS products from October 2022.

This is in response to customer feedback that it can be hard to change shopping habits, with 86% of customers saying they want to eat more healthily, and 77% want help from supermarkets in doing so.

READ MORE: Tesco launches healthy zones in stores to encourage ‘better choices’

Tesco recently launched a new campaign called Better Baskets, which is designed to help customers shop a healthier and more sustainable basket, without compromising on price.

While Tesco will continue to offer value on products across the entire store, this move means customers will no longer need to purchase more HFSS products than they need to access great value.

The move is part of its wider commitment to support customers to lead healthier and more sustainable lives and achieve the goal to boost sales of healthy products to 65% as a proportion of total sales by 2025.

Tesco UK & ROI CEO Jason Tarry said: “Our mission is to make Tesco the easiest place to shop for a healthy, more sustainable basket – while keeping the cost of the weekly shop in check. It’s vital that we keep making the right calls on behalf of customers and communities.

“Customers are telling us they want to eat a more healthy, sustainable diet, but without having to stretch the weekly shopping budget. We agree and, thanks to our laser-focus on great value, customers won’t need to make that compromise at Tesco.”

Tesco Chief Customer Officer Alessandra Bellini said: “At Tesco, we passionately believe that healthier food should be more accessible to everyone, no matter your budget – and today’s announcement is a key step towards that. With more than eight in ten people reporting a rise in their cost of living, value is the number one factor that drives choice in our stores.

“We will always make sure our products are competitively priced. But we can’t stop there. Obesity levels are rising among adults and children and the health of our nation must also be at the top of our agenda.”

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  1. This strategy will differentiate it from the discounters so could be a sound move , however it’s also very brave.


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