The UK food sector faces a significant shift in marketing strategy following the implementation of new advertising restrictions that came into force in January 2026. After months of voluntary compliance, the regulations now officially limit television and online promotion of products across 13 categories, including snacks, baked goods, cereals and protein bars.

According to Karsten Smet, chief executive of ingredient distributor ACI Group, manufacturers should prioritise substantive recipe changes rather than attempting to circumvent the system. The regulations employ a nutrient profiling model that assigns points based on energy density, salt, fat and sugar content, then deducts points for fibre and protein. Food products scoring above four points, or beverages exceeding one point, cannot appear in online advertisements or pre-watershed television slots.

"Functional ingredients are no longer supporting players, they're now headline acts for brands looking to improve the nutritional score of their products," Smet explains.

Products fortified with nutrients such as fibre and protein stand a better chance of meeting the threshold requirements.

The new framework creates distinct advantages for manufacturers willing to modify formulations. Small adjustments to ingredient profiles, adding fibre or boosting protein content, can determine whether products maintain advertising access or lose visibility to competitors. However, Smet acknowledges that even minor recipe modifications can affect entire supply chains.

Rather than pursuing workarounds, ACI Group recommends transparency and strategic sourcing. The company suggests manufacturers audit their supply chains to identify opportunities for nutritional enhancement without compromising quality or increasing costs. As health claims become increasingly valuable for brand differentiation in the restricted advertising environment, ingredient suppliers are positioning themselves to connect manufacturers with functional components that can help products meet the new standards.

The shift represents both a compliance challenge and a potential competitive advantage for companies prepared to invest in reformulation rather than marketing tactics.