Less Junk On Screen — Will Fruit And Veg Fill The Gap?

The ink is barely dry on the UK’s new junk-food advertising rules, but for fresh produce the real question is: what do we do with this moment?

The UK’s new restrictions on advertising “less healthy” foods — those banning paid online promotions entirely and pre-9pm TV adverts — came into force on 5 January 2026. The legislation aims to curb childhood obesity and reduce exposure to high-fat, salt and sugar (HFSS) products, with ministers suggesting it could remove up to 7.2 billion calories from children’s diets each year.

For the fresh produce industry, this regulatory shift isn’t merely a compliance hurdle — it’s a genuine opportunity. For years, HFSS brands have dominated mainstream media channels, making it harder for fruit, vegetables and healthier food formats to secure prominent consumer-facing exposure. With that noise reduced, that landscape is changing.

Broadcasters and digital platforms, starved of much HFSS advertising inventory, are now actively seeking compliant content and partnerships. This opens space for produce suppliers and allied brands to amplify seasonal campaigns, healthier snacking propositions and origin-story marketing directly to consumers in places previously inaccessible. Produce can — and should — be part of those conversations.

It’s also an invitation for retailers and suppliers to elevate their merchandising and promotional strategies. HFSS restrictions dovetail with the October 2025 ban on volume promotions for unhealthy food, meaning retailers now have both media and in-store incentives to prioritise fruit and veg deals and visibility.

No Longer Crowded Out

Media visibility is the most immediate gain. Pre-watershed TV and family-focused digital channels, once dominated by HFSS brands, will now seek compliant campaigns. This gives growers, marketing bodies and produce brands a rare chance to move from the margins to prime inventory — building recognition, trust and seasonal relevance in spaces that were previously crowded out. Retailer own-label teams can also elevate produce storytelling in brand campaigns that sit comfortably within the rules.

Turning Intent into Sales

The legislation also strengthens the case for turning shopper intent into sales. Consumers consistently say they want greater access and better value on fruit and vegetables, and trials show that visibility and placement drive measurable uplift. With less HFSS “noise” in advertising, a coordinated mix of promotion, prominent in-store positioning and consistent messaging can translate interest into long-term purchasing behaviour.

Reinforcing Healthier choices

There is further scope in education and younger audiences. School-based fruit and veg initiatives already demonstrate improved diet diversity and engagement among pupils. The new ad environment supports expansion of such partnerships — reinforcing healthier choices both inside and outside the classroom.

Finding a Clearer Path

Innovation will play a role as well. Fresh, convenient formats and compliant snacking lines benefit from a clearer path to consumer marketing, enabling brands to occupy advertising slots HFSS products can no longer use.

Challenges persist — including affordability and potential loopholes — but the direction of travel is unmistakable. If the sector responds with coordinated investment, stronger consumer marketing and deeper collaboration with retailers and educators, this legislation can do more than restrict unhealthy advertising: it can help place fresh produce at the centre of everyday eating.