Positive media positioning around HFSS – every little helps
We’ve been looking to see which UK supermarket brands have generated the largest media audience for coverage associated with HFSS regulations, and why.
Tesco’s level of media association with HFSS is far stronger than any of its supermarket rivals. Between 1 March 2022 and 30 April 2025, Metricomm data reveals that Tesco’s cumulative online news audience for the topic was more than six times that of its closest competitor.
Tesco was in the news again in June for being the main driver behind an industry initiative to introduce mandatory reporting on healthy food sales. Several food companies have reportedly already agreed to the retailer’s proposed approach. Other retailers support it too, but Tesco’s commitment is cutting through more strongly to the media audience. The Tesco media team is optimising the fact that, when it comes to positive publicity, every little helps.
Tesco group CEO, Ken Murphy, has been positioned as a champion of the cause. Along with Sainsbury’s, Tesco ‘banned the bogof’ for in-scope products in 2022, gaining early coverage for its stance on change. There have been frequent stories in trade media. Owned media has played a role too. Articles on the Tesco website have reported progress, showing how changes have affected consumer behaviour. This commitment to speaking out and transparency has proved to be a good PR tactic.
Research from the University of Leeds found in August 2025 that restrictions on in-store display of HFSS products were having an impact on purchasing habits. The reduction in sales of in-scope HFSS products was seen as a ‘force for good’ in changing consumer choices. It seems, then, that encouraging healthy choices could be healthy for the reputation of Tesco and others in the sector.
From our perspective, Tesco would get greater mileage from this if it could get the story into mainstream media. Every little helps, but the audience for trade outlets, while influential, is comparatively small. Our work with YouGov BrandIndex data shows that brands which increase their share of audience from online media coverage compared to competitors also significantly increase their share of key metrics such as positive buzz and purchase intent.
Will Tesco be bold enough to go mainstream in its crusade? If so, what impact will this have on consumer metrics through the funnel? We’re watching.
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