Why packaging must work harder in the age of HFSS advertising restrictions

Howard Wright, Executive Creative & Strategic Director, EMEA & Canada

For brands selling products high in fat, salt or sugar, the rules of the game just changed significantly. In January 2026, the UK government implemented a total ban on paid-for online advertising of less healthy food and drink, alongside restrictions on TV advertising between 5:30am and 9pm. This follows legislation introduced in 2022 that pushed HFSS products out of premium in-store locations including entrances, aisle ends and checkouts. Taken together, these changes represent a fundamental shift in how certain brands can reach their customers.

The question of what to do next feels pretty urgent and the temptation to catastrophise is understandable. Why? Because the advertising restrictions don’t exist in isolation. These businesses are simultaneously dealing with ingredient price inflation driven by extreme weather events wiping out cocoa and sugar crops, the ripple effects of US trade levies, and a consumer base that is increasingly vocal about shrinkflation. It’s a lot to absorb at once.

But the perspective I keep coming back to is that we’ve been here before. Not so long ago, social media didn’t exist. Neither did influencer marketing. And yet brands built devoted audiences, shifted enormous volumes of product, and became household names. So, have some brands simply grown complacent? Have they poured so much energy into digital that they’ve quietly forgotten how to communicate in any other way? I think, for many, the honest answer is yes, and a return to the practices they once relied on might hold the answer. But I’ll come back to that.

How brands are adapting strategically

Some brands are responding to the changing landscape through acquisitions. For example, Mars purchasing Kellanova or Ferrero acquiring W.K. Kellogg. By buying cereal and snacking brands, big names in confectionery are able to build a diverse product portfolio. PepsiCo, meanwhile, is actively diversifying away from sugary carbonated drinks, moving into fruit drinks, mocktails and non-alcoholic alternatives. Product development and innovation is essential to remain relevant and will introduce new alternatives, but the original, much-loved products need to regain their voice.

You can see the same instinct playing out at shelf level too. Walk down the seasonal aisle of any major supermarket and it tells an interesting story. What used to feel like a quarter of the store given over to Easter eggs now looks quite different. There are non-edible gifts, toys, decorations, and even nutrition bars repositioned as Easter treats. For brands willing to think creatively, the restrictions are actually opening new doors.

A shift in the media landscape 

So, where does this leave brands in terms of reaching their customers? The most immediate response for many will be a shift in media spend. With online and TV restricted, outdoor advertising (think billboards and bus stops) and retail media, such as in-store screens and display boards, become significantly more attractive. These channels aren’t subject to the same restrictions, so expect to see a lot more HFSS brands showing up in those spaces over the coming months.

The opportunity hiding in plain sight

But I think the more interesting opportunity lies somewhere that many brands have been neglecting for years: their packaging. If you look at the history of packaging for almost any major HFSS brand, there’s a clear trajectory. Decades ago, packs worked hard. They told stories. They shared heritage. They talked about ingredients, provenance, and the passion behind the product. They created a genuine conversation with the person holding them. Over time, that richness has been stripped away, to the point where the packaging of many of today’s biggest brands is little more than a logo on a substrate – a signpost rather than a communication tool. But when you can no longer rely on digital channels to do the storytelling, a pack that has nothing to say leaves you exposed.

The good news is that the muscle memory is still there. As a kid, I remember reading the back of cereal boxes. There were games, activities, stories. And brands were deeply embedded in their communities, with some supporting breakfast clubs and football academies. These initiatives didn’t just do good; they also built affection and loyalty. The same instincts are just as powerful now.

For a great example of a contemporary brand doing great things on pack, I’d point to Who Gives A Crap. Toilet roll is something most people buy without thinking, store out of sight, and hope to never run out of. It is not, on the face of it, a category that lends itself to personality, humour or brand devotion. And yet Who Gives A Crap has made it all of those things. Their packaging is bold, witty and distinctive enough that people actually want to display it. They speak in the voice of a friend who happens to be very funny and committed to doing good in the world. They demonstrate that personality, purpose and great packaging can make any product compelling. If it works for toilet roll, it can work for cereal, chocolate, crisps or fizzy drinks.

Act now, or miss the moment

The truth is that most HFSS brands are currently dumbstruck. They’re aware of the restrictions and anxious about the implications, but many haven’t yet responded in a meaningful way. That’s understandable, as there’s a lot to process, and the pressures extend well beyond advertising. The restrictions are real. But so is the opportunity to rediscover what made these brands great in the first place: the storytelling, the community connections, the packaging that gave people something to engage with beyond a logo.

So, if your packaging is currently little more than a signpost, now is the time to ask more of it. If you want to develop an effective above the line campaign, now is the time to invest. And if your brand doesn’t have a clear, distinctive voice that can carry across every touchpoint, now is the time to find it.

At Equator, we work with brands to do exactly that. Whether it’s developing packaging or building a creative strategy, we can help. Feel free to get in touch.