Andy Burnham’s new supermarket deal ban on cereal, yoghurt and fruit juice

Andy Burnham’s new supermarket deal ban on cereal, yoghurt and fruit juice The changes could add to the cost of living pressures. Share Article Share Article Facebook X LinkedIn Reddit Bluesky Email Copy Link Link copied Bookmark Add us as preferred source Comments By Laura Zilincanova 09:21, Mon, Oct 19, 2026 Updated: 09:22, Mon, Oct 19, 2026 Shoppers could face higher prices on some popular products (Image: Getty) Supermarket deals on everyday items such as cereal, yoghurt and fruit juice could be hit by tougher Government rules, potentially pushing up prices for hard-pressed families. Ministers are considering updating the criteria used to decide which foods are classed as less healthy , replacing a nutrient profiling model introduced in 2004 with a newer version from 2018. The changes could see products including bran flakes, Shreddies, fruit yoghurts and even sugar-free fruit drinks fall under restrictions on promotions. Supermarkets are already banned from offering multibuy deals, such as three-for-two offers, on products classed as high in fat, sugar and salt (HFSS). Under the proposals, shoppers could face higher prices on some popular products. A three-for-£6 deal on Quaker Golden Syrup porridge at Asda could rise to £11.25 if the offer were removed, an increase of £5.25. Article continues below ADVERTISEMENT Meanwhile, a three-for-£5 deal on orange juice at Asda could rise to £6, while two packs of Nestlé Shreddies at Morrisons could increase from £5 to £7. The Government says the existing model is outdated and does not reflect the latest dietary advice. It argues that tackling childhood obesity is essential, with obesity estimated to cost the NHS around £9.3billion a year. Get the day's biggest headlines in UK and World news and more I would like to receive emails from the Daily Express featuring our latest products, services, offers, and promotions from across the Reach Plc family . Subscribe Invalid email You agree you are 18 or over. We use your sign-up to provide content in ways you've consented to and to improve our understanding of you. This may include adverts from us and third parties based on our knowledge of you. You can unsubscribe at any time. More Info . However, critics have warned that the changes could add to the cost of living pressures facing families, while potentially affecting products that can form part of a balanced diet. Article continues below ADVERTISEMENT Kate Halliwell, of the Food and Drink Federation, said the changes could see products such as wholegrain cereals and fruit yoghurts classed as less healthy, The Sun reports . Article continues below ADVERTISEMENT She added: "It will also jeopardise businesses' ability to keep investing in creating options that make it easier for people to make simple swaps to improve their health. "And this is all at the same time as companies are struggling to keep prices down in the face of wars in Iran and Ukraine , record heatwaves across Europe this summer, and skyrocketing packaging costs." UK snow forecast as Met Office maps show areas set to be hit on Friday - full list Huge warning issued to anyone taking two common blood pressure medications A Government spokesman said: "The previous Nutrient Profiling Model is 20 years old and does not reflect latest dietary advice. "We are considering the responses, and will continue to be guided by the evidence on what will best help to tackle the concerning rates of childhood obesity. "Tackling the cost of living is a priority for this Government and we will ensure any changes help families make healthier choices while keeping food affordable." A final decision on the proposals is expected shortly. Obesity Supermarkets Cost of living Share Article Share Article Facebook X LinkedIn Reddit Bluesky Email Copy Link Link copied Bookmark Add us as preferred source Comments