ACI Group criticises ‘blunt’ HFSS health scoring as fruit-based foods face new ad bans

The updated model, which underpins HFSS advertising and promotion restrictions, could see fruit-based products such as smoothies and juices treated in the same category as crisps and confectionery despite being nutritionally and behaviourally distinct.

“Under the proposed scoring model, a smoothie packed with fruit, fibre, vitamins and polyphenols is judged using the same blunt logic as crisps,” said Jack Helm, Account Manager - Beverage, Bakery & Functional Foods at ACI Group. “The system is unable to distinguish between naturally occurring sugars in fruit and added sugars in junk food, which fundamentally misrepresents how these products contribute to a balanced diet.”

ACI Group argues that the current approach fails to reflect how foods are actually consumed. Drinking a smoothie as part of a meal or daily nutrition routine is treated identically to eating crisps as an indulgent snack - ignoring context, intent and dietary role.

“The legislation refuses to acknowledge why or when foods are consumed,” added Helm. “This lack of nuance undermines public understanding of healthy eating rather than supporting it.”

Helm also warned that the revised scoring model risks disincentivising whole-food products, while unintentionally rewarding ultra-processed formulations.

“Whole-food products are penalised for naturally occurring sugars, while ultra-processed foods can game the system through sweeteners or salt manipulation to sneak under thresholds,” said Helm. “That creates a perverse incentive structure that runs counter to long-term public health goals.”

ACI Group highlighted what it sees as a growing contradiction at the heart of policy messaging.

“The government rightly encourages people to eat more fruit and fibre,” said Helm. “Yet at the same time, it is proposing to restrict the visibility of fruit-based products because they score poorly against its own algorithm. That inconsistency risks confusing consumers and eroding trust – not to mention penalising businesses who have already spent millions on reformulating their product lines, only to find their visibility will be restricted anyway because the government has moved the goalposts.”

ACI Group is calling for a more evidence-based, differentiated approach to nutrient profiling - one that recognises whole foods, dietary context and genuine reformulation efforts, rather than relying on a one-size-fits-all scoring system.

“Public health policy should support informed choices, and flattening complex nutritional data into a single score undermines that,” Helm concluded. “If the goal is better diets and better outcomes, the tools used must be fit for purpose.”

ACI Group is available to support food and drink brands navigating the evolving HFSS landscape, offering expert guidance on formulation, ingredient strategy and regulatory compliance.

To learn more about ACI Group’s portfolio of products and advisory capabilities for the food industry, visit www.acigroup.biz