A Gut Feeling: Why Hospitality’s Health-Forward Era Starts Now
Come October, marketing HFSS (high fat, salt and sugar) foods in the UK will get much trickier — especially online. And honestly? That’s a good thing.
These new regulations may appear restrictive, but for hospitality brands, they’re a golden opportunity to rethink marketing from the inside out. They’re not just about rules — they’re a call to create more meaningful, wellness-led, values-based experiences.
What's Changing with HFSS Regulations?
From October 2025, hospitality brands will no longer be allowed to:
Promote HFSS products to audiences under 16
Work with influencers whose audience is over 25% under-16s
Circumvent the rules via so-called ‘organic’ posts — if the brand has any control, it still counts as advertising
Gift HFSS meals or snacks in exchange for creator content
Use glamorous, indulgent visuals to promote HFSS products in ways that increase their appeal
This changes the influencer game. It changes how you talk about food. It changes what brands can push — and how.
The Reset the Industry Needs
Historically, food marketing has relied on cravings, close-ups, and calorie-heavy indulgence. But people's priorities have changed, and these rules reflect that.
Let’s talk numbers:
74% of diners say the atmosphere and vibe of a venue is just as important as food quality
(Source: CGA & Zonal)
Consumers are increasingly driven by intentionality — they’re not just buying dinner, they’re buying a reason to leave the house
There’s growing demand for food that’s not only delicious, but also gut-friendly, ethical, and aligned with health trends
(Source: The Drum via Emily English x Harvey Nichols case)
So yes, compliance matters. But the real opportunity is transformation — into brands that champion better choices.
What Hospitality Brands Should Do Now
1. Lead with Wellness
Got non-HFSS options? Promote them proudly. Showcase gut-friendly, low-sugar or plant-based meals in a way that’s inspiring, not apologetic. Make healthy aspirational. Wellness isn’t niche — it’s mainstream.
2. Focus on Experience Over Aesthetics
People don’t want polish — they want personality. Behind-the-scenes prep, chef interviews, sourcing stories, and UGC (user-generated content) all help humanise your brand. Create an emotional connection beyond the plate.
3. Build Long-Term Creator Relationships
Think ambassadors, not one-off ads. Work with creators who embody your brand values — wellness, sustainability, culture — and co-create stories that resonate. The era of the free burger-for-a-post is over.
4. Market the Brand, Not Just the Menu
Tell the story of where your ingredients come from. Highlight your eco credentials. Back local suppliers. Show how your values live in every bite, every plate, every partnership.
What to Avoid
Glamourised, indulgent visuals that would now breach compliance
Quick-fix influencer gifting — it’s not just risky, it’s irrelevant
Ignoring the rise in health-conscious dining — gut health, plant-based, sustainable and non-HFSS options are what’s winning
One-dimensional product marketing — hospitality today is about meaning, memory and values
Brands Getting It Right
Emily English x Harvey Nichols
The Super Glow menu focused on gut health and feel-good eating, perfectly aligning with both HFSS compliance and wellness trends. It wasn't just a menu — it was a movement.
Leon
Their ‘Naturally Fast Food’ ethos has long leaned toward health, balance and ethics. They’ve proven fast doesn’t have to mean unhealthy, and their creator partnerships echo that perfectly.
The Virtue Studios POV
This isn’t just about regulation. It’s about revolution. Hospitality brands are being handed a chance to lead, not just in compliance, but in culture.
It’s time to:
Lead with values
Prioritise wellness
Create meaning beyond the menu
Build long-term trust, not short-term clicks
Ready to reposition your brand for a healthier, values-led future?
Let’s talk. At Virtue Studios, we help purpose-led hospitality and lifestyle brands tell better stories — ones that feel good and do good.
