A raft of new regulations aimed at curbing obesity in Wales has been approved by the Senedd, restricting the sale of unhealthy foods in a bid to encourage healthier choices. The changes, set to take effect within the next year, will target foods high in fat, sugar, and salt, including popular items such as soft drinks, chocolate, ice cream, and ready meals.
Under the Food (Promotion and Presentation) (Wales) Regulations 2025, retailers will be required to modify the way these foods are displayed in stores. Specifically, unhealthy items will no longer be allowed within two metres of checkouts or queuing areas. This move seeks to reduce impulse buying, which is often prompted by the placement of sugary and fatty foods in high-traffic locations.
In addition, promotions like “buy one, get one free” or “three for two” will be limited on the affected products. Another significant change will see restaurants and takeaways banned from offering free refills of sugar-sweetened drinks.
The regulations are designed to make healthier options more visible and accessible while reducing the temptation to purchase unhealthy foods. Research suggests that up to 83% of purchases made through promotions are impulsive, with nearly half (43%) of food and drink items in prominent store locations being sugary products.
The Welsh Government hopes these measures will improve the eating habits of the population, particularly children, and contribute to a reduction in obesity levels across the country.
The following foods and drinks will be affected by the new restrictions:
- Soft drinks
- Chocolate confectionery
- Sugar confectionery
- Cakes
- Ice cream
- Morning goods (pastries)
- Puddings and dairy desserts
- Sweet biscuits
- Breakfast cereals
- Yogurts
- Milk-based drinks with added sugar
- Juice-based drinks with added sugar
- Pizza
- Crisps and savoury snacks
- Ready meals and meal centres (e.g. burgers, chicken nuggets, breaded chicken/fish)
- Chips and potato products
These changes reflect the Welsh Government’s ongoing commitment to improving public health and reducing obesity, especially among younger generations.
