Leading premium snack brand Burts Snacks has announced plans to roll out a new series of HFSS-compliant products throughout 2026, ensuring retailers can continue to offer premium crisps that meet the new regulatory requirements while maintaining the brands signature quality and flavour.
The launch kicks off in February with two flagship hand-cooked flavours including Lightly Sea Salted and Devon Roast Beef, both reformulated to meet HFSS (High Fat, Salt, and Sugar) regulations without compromising on Burts’ signature flavour and crunch. Later in the year, Burts will expand the HFSS-friendly selection with additional flavours including Mature Cheddar & Onion and Sea Salt & Malt Vinegar, all of which have been consumer tested to ensure the brands flavour and standards are maintained.The new range will be available in 40g and 150g bags, available online and in-store at supermarkets across the South West.
With new HFSS guidelines continuing to reshape supermarket shelf space and marketing restrictions across the UK, Burts aims to comply with the new standards. The brand also plans to support the launch with a targeted summer campaign across social media and shopper marketing channels, helping retailers drive awareness and sales of the HFSS compliant range.
Sas Horscroft, Head of Marketing at Burts Snacks Ltd says “HFSS legislation is changing the landscape for snacks in-store, and our goal is to make the transition seamless for our retail partners. By reformulating our hand-cooked range, we’re giving shoppers products they trust, while helping retailers say compliant on shelf.”
As part of its broader health and sustainability strategy, Burts has invested in reformulation to reduce fat, salt, and sugar content while maintaining the brand’s hallmark texture and flavour depth.
The introduction of HFSS legislation in the UK has changed how crisps and snacks are displayed and promoted in stores, pushing brands to rethink their recipes and product development. For the trade, this presents an opportunity to continue offering premium, on trend products while remaining compliant. Burts’ HFSS compliant range delivers the same great taste and quality that drives shopper loyalty, ensuring retailers can maintain strong sales in a changing regulatory environment.
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