Supermarket BOGOF ban takes the biscuit — and that’s no bad thing

Unlock the Editor’s Digest for freeRoula Khalaf, Editor of the FT, selects her favorite tales on this weekly publication.It’s exhausting to think about a greater instance of “nanny state” pondering than a ban on buy-one-get-one-free offers on unhealthy meals. But a curb on BOGOF got here into impact this week with barely a crisp packet rustled in anger. As of this month, supermarkets, massive shops and on-line retailers in England can’t provide two-for-one giveaways on meals deemed excessive in fats, salt or sugar, whereas eating places can’t provide free refills of sugary drinks. The change was initially slated for 2022, together with a ban on such merchandise from profitable end-of-aisle positions in huge shops. Whereas the latter went forward, multi-buys received a reprieve, out of fears their finish might worsen inflation.When the insurance policies had been first put ahead in 2021, then-prime minister Boris Johnson was accused of an overbearing stance. Critics of the measures highlighted their disproportionate affect on lower-income households. Others warned that such middle-class staples as avocados and hummus may very well be included. Enterprise response was unfavourable too: Cereal big Kellogg’s, maker of Frosties and Coco Pops, sued the federal government in 2022, questioning the methodology. It finally misplaced the case.Regardless of the preliminary angst, corporations have tailored. Meals producers who confronted bans in 2022 from the tip of the aisle have by now largely reformulated merchandise to regain these spots. Mr Kipling launched a “scrumptious and light-weight” cake vary whereas Mars introduced in “triple deal with” chocolate bars. Others are nonetheless making progress: complete ranges of Pepsi Co’s Walkers crisps went compliant this summer season after “years” of labor. Meals producers and retailers have basically made a advantage out of a necessity — and in addition most of the people temper. Curiosity in less-processed merchandise is rising, albeit from a low base: one 2021 research reported about 40 per cent of UK dietary vitality got here from ultra-processed food and drinks in contrast with roughly 14 per cent for Italians. If the multi-buy ban helps steer Britons in a more healthy route — as 39 per cent of buyers polled by Vypr mentioned it could — that may appear to be factor. Companies haven’t mentioned how a lot the reformulations and retailer redesigns have value. Nonetheless, the phrase “excessive in fats, salt or sugar”, as soon as a sizzling subject in earnings updates of meals producers, now barely will get a point out. It could certainly be nannyish to remove the metaphorical biscuit tin, however prospects and firms appear pretty keen to play alongside. jennifer.hughes@ft.com