Why HFSS has got confectionery brands turning to wellness
The confectionery category is going through something of a health kick.
Natural ingredients, reduced sugar, plant-based recipes, functional benefits – as HFSS regulations tighten their grip on the industry, brands are shifting their attention to win over more health-conscious consumers.
In the latest issue of The Grocer, Amy Stobie, AgencyUK Co-Founder and Commercial Director, was invited to share her perspective on how these trends are influencing confectionery brands and the strategies they’re using to stay relevant with today’s shoppers.
“The restrictions do not remove consumer demand for treats, but they do change how brands stay culturally and commercially visible,” she says.
“In a category driven heavily by impulse, sponsored listings, retailer platforms and in-store media all becomemore valuable.”
