Why you can no longer buy multipacks of crisps and other products in the UK
New legislation restricting multi-buy price offers on less healthy food and drink high in fat, salt, and/or sugar has come into force in the UK.
As of October 2025, companies can no longer offer multi-buy deals on items including cakes, biscuits, crisps and savoury snacks, confectionery and soft drinks if they are assessed to be high in fat, salt and/or sugar (HFSS).
An original consultation took place during 2018 as part of the previous government’s Child Obesity Action, and legislation was finally passed in Parliament in December 2021.
It was meant to come into force by 1 October 2023, but industry lobbying then pressurised the government into a series of further delays.
The new rules will apply in England to all large supermarkets (over 50 employees) but not small businesses, and also to free refills of sugary drinks in cafes and restaurants. Wales and Scotland are expected to bring in similar regulations in 2026.
The regulations include categories of less healthy food and drink that have been assessed as contributing the highest levels of sugar and calories to children’s diets. These include pre-packed confectionery, cakes, pastries, biscuits, crisps and savoury snacks, ice creams and lollies, breakfast cereal, and soft drinks.
Other food sold in cafes and restaurants as well as products sold loose (eg, bakery goods) remain exempt. Products are restricted from multibuy price promotions only if they are assessed by the official Nutrient Profiling Model as being overall high in fat, salt and/or sugar (HFSS), and low in fibre, protein and other nutrients. Healthier versions of these products can still be promoted.
Buy-one-get-one-free
The rules apply specifically to price promotions focused on purchasing multiple items. Typically dubbed buy-one-get-one-free (BOGOF), more common promotions in recent years have included 3 for the price of 2, X items for £Y, or added volumes (eg 50% extra), all encouraging customers to spend more money for added products.
Independent studies have shown that these types of promotions are associated with higher consumption of calories, sugar and increased risk of diet-related ill health. Deals and offers that reduce prices on single items are still permitted.
The restrictions are designed to complement regulations that were introduced in October 2023 (passed as part of the same original legislation as the multibuy regulations) focussed on restricting prominent displays of these items in store entrances, till areas and aisle ends.
“It’s good news for children’s health and for everyone who wants healthy food to be the affordable, available and appealing option,” said Recipe for Change’s Children’s Food Campaign Manager Barbara Crowther.
“Whilst they are promoted as ‘deals’, multi-buy promotions are designed to get us to both buy more and spend more money, and encourage impulse purchasing.
“They are overwhelmingly focused on unhealthy food and drink, but the public wants special offers to focus on their core shopping basket and healthier food. These new rules will make companies reduce salt, sugar, or fat in their products as well as put the promotional spotlight onto healthier options, which is good for our health and our household budgets!”
