Existing policy aimed at reducing sugar intake remains in force, while newer regulatory developments are sending clear signals about the future direction of food policy in the UK. A review of the Nutrient Profiling Model introduced greater emphasis on free sugars rather than total sugar, reflecting advances in nutrition science and closer alignment with the Eatwell Guide. Although this revised model has not yet been formally embedded within HFSS legislation, it provides a strong indication of how nutrient assessment frameworks may evolve. In parallel, the Soft Drinks Industry Levy, introduced in 2018, continues to influence reformulation strategies, with updated levy thresholds announced in November 2025 reinforcing sugar’s ongoing policy relevance. This regulatory pressure is coupled with shifting consumer behaviour, with 72% of consumers reporting they have reduced their sugar intake in the past 12 months (FMCG Gurus, 2025).
As a result, sugar reduction remains a prominent consideration for manufacturers, particularly where HFSS classification affects product promotion, advertising and retail visibility. However, reducing sugar is rarely straightforward. In applications such as cookies and sauces, sugar delivers far more than sweetness alone; it contributes to structure, bulk, mouthfeel, colour development and shelf life. Reformulation, therefore, requires a careful balance between improving nutritional profiles and maintaining product performance, rather than a simple reduction approach.
Solutions such as avanté 10s are designed to support more considered sugar reduction strategies. By replacing sugar’s functional role without increasing sweetness, it enables manufacturers to progress towards regulatory readiness while protecting key quality attributes. This reflects a broader shift in reformulation – away from box-ticking compliance, and towards approaches that recognise both the technical realities of product development and an evolving regulatory landscape.