Labour plans fresh supermarket deals ban that could hike prices of cereals, yoghurts & lunchbox favourites by up to 65%

18 comments 18 Next SUPERMARKET deals on items like bran flakes, porridge and fruit juice are set to be banned as nanny-state ministers tighten barmy rules on “less healthy” food. Hard-pressed families could see some prices soar by as much as 65 per cent in a move branded “petty and vindictive” by critics as the cost-of-living crisis continues to bite. 10 Supermaket deals on items deemed ‘less healthy’ are set to be banned as nanny-state ministers tighten barmy rules on food, pictured Prime Minister Andy Burnham and Chancellor John Healey Credit: ZUMA Press Wire/Shutterstock 10 A Quaker Golden Syrup Porridge box of 10 from Asda is now 3 for £6 but would become £11.25, with a price hike of £5.25 Advertisement Ministers are looking to tighten the description of what is and is not healthy — putting items like tomato sauce, bran flakes and even cholesterol-busting yoghurts at risk of price hikes up to 65 per cent. Even foodstuffs which are organic or have no added sugar would be hit by the move. Sign up for the Money newsletter Thank you! Email address Please provide a valid email. Your info will be used in accordance with our Privacy Policy You'll now receive top stories, breaking news, and more, straight to your email. The proposals come amid rising inflation , high energy costs hitting families and businesses — and a looming Budget next week. PM Andy Burnham strode into No10 vowing to lead a “cost of living government”. READ MORE ON FOOD PRICES CUT DEMANDS Four in five Brits demand fuel duty freeze or cut at Budget amid costs fears LIONS DEN England facing DR Congo in £1.2billion world's best stadium with air con But top economist Dr Chris Snowdon told The Sun: “This is a petty and vindictive move by the Government, cutting the limits by enough to cost the food industry a fortune in compliance costs while doing nothing for public health . “The state is moving the goalposts for no reason. “The only effect will be to push up the cost of food.” Reform UK’s Robert Jenrick said: “Andy Burnham would be mad to go ahead with this. Advertisement Most read in Money KER-CHING ‘I make £3k a MONTH as stay-at-home mum’- how to rake it in WITHOUT a 9 to 5 job DIAL ME UP Virgin Media considers bringing back axed service after three years TAX SHAKE-UP Healey weighing up change to taxes on pubs and salons as eBay faces crackdown CHEAP THRILLS How families can get over £400 worth of October half-term activities for FREE 10 Volvic sugar-free fruit water from Morrisons is now 3 for £3 but would become £4.65, with a price hike of £1.65 10 A box of Nestle Shredies from Morrisons is now 2 for £5 but would become £7, with a price hike of £2 Credit: Tesco “Prices are already high — why does he want to make it even harder for everyone?” Shops are already prohibited from promoting products classed high in fat, sugar and salt. Curbs introduced last year meant they cannot be included in multibuy or “three-for-two” deals, advertised on TV before 9pm or placed at the end of aisles. Advertisement But now the Government is proposing raising the bar for what counts as a healthy choice. Industry insiders say a raft of kitchen staples would be dragged into the restrictions. They include cornflakes, Special K, All-Bran, malt loaf, Ambrosia’s reduced-sugar light custard and Yeo Valley fruit yoghurts. If the rules were imposed this week, Benecol Yogurt Drinks — shown to lower cholesterol — would cost £9 for two packs of six instead of £6.80 at Morrisons . Muller Light Fat Free yoghurts would go from ten for £4 to a whopping £9.50. Advertisement 10 A jar of Dolmo bolognese from Morrisons is now 2 for £3.50 but would become £5.20, with a price hike of £2.30 Credit: Damien McFadden 10 A 4-pack of Petits Filous from Asda is now £3 but would become £3.70, with a price hike of 70p Five GetPro Protein Pouches at Morrisons would cost £8.25 instead of £5. Three bottles of Volvic Sugar Free Fruit Flavoured Water at the chain would cost £4.65 rather £3. At Asda , two packs of Fruit Shoot Hydro, with no added sugar, would go from £5 to £7.08. Nestle Shreddies would go from £5 for two 630g boxes to £7. Petit Filous yoghurts would rise from £3 for eight pots to £3.70. And 30 sachets of Quaker Golden Syrup Porridge, sold in three boxes of ten, would jump from £6 to £11.25. Advertisement Existing criteria for “less healthy” foods rely on nutrient profiling done in 2004, but ministers want to update that to the latest 2018 model. The Health Department argues that obesity costs the NHS around £9.3billion each year, with a record number of children overweight. But Kate Halliwell, of the Food and Drink Federation, said: “The changes will see many products that contribute to a balanced diet, like wholegrain cereals and fruit yoghurts, classed as less healthy. “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.” Advertisement 10 Heinz baby food fruit pouches from Morrisons are now 3 for £3 but would become £3.75, with a price hike of 75p Credit: Morrisons 10 Fruit juice from Asda is now 3 for £5 but would become £6, with a price hike of £1 Credit: ASDA An industry source added: “This will have a chilling effect — adding to costs and impacting on prices at a time when the Government talks about giving breathing space to consumers and businesses.” The average weekly food cost per household is around £107, up around 5.3 per cent on July 2025. Food inflation increased to 2.5 per cent this month alone. And the Food and Drink Federation predicts food and non-alcoholic drink inflation will reach 3.9 per cent by December before climbing to 6.4 per cent in July next year. Advertisement Retailers have already warned they may be forced to charge more for everyday essentials after being hit with an extra £440million in energy costs this year. They have also faced an extra £6.5billion in employment costs over the past two years, partly because of higher National Insurance contributions. The British Retail Consortium urged Chancellor John Healey to ease the pressure on businesses in the October 28 Budget. Chief executive Helen Dickinson said: “This would give them breathing space to invest in keeping prices down for households and keeping people in jobs .” It is believed Mr Healey hopes to help businesses by cutting red tape, though lower taxes are very unlikely. Advertisement 10 Ministers are looking to tighten the description of what is and is not healthy — putting items like bran flakes at risk of price hikes Credit: Alamy 10 Soreen Fruity Malt Loaf is another item on the ‘unhealthy’ list Credit: Geoff Moore A consultation on the food proposals closed earlier this year and a final decision is expected shortly. A Government spokesman said: “The previous Nutrient Profiling Model is 20 years old and does not reflect latest dietary advice. RECOMMENDED STORIES “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. Advertisement “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.” 18 comments 18