Compliance Isn't the Goal. Connection Is.

If you're a food or drink brand, you already know the HFSS landscape: no multibuys, no pre-watershed TV, no paid digital campaigns. The rules are changing fast, but so is the opportunity.

Because while channels close, one route remains wide open: direct, human connection through experiential marketing. Done right, experiential builds brand love, drives trial, and navigates HFSS restrictions with ease, while complying.

Experiential: Your Competitive Advantage in a Post-HFSS World

Retailers like Tesco are actively encouraging in-store sampling post-HFSS.

Why? Because responsible sampling does what no multibuy sticker ever could:

• It inspires trial without heavy discounts.
• It educates customers in a way that feels personal, not preachy.
• It positions brands as responsible, credible, and shopper-first.

When promotions are stripped back and advertising is restricted, real-world experiences become even more valuable.

Experiential is no longer the "nice to have." It's the solution.

How Smart Brands Are Reframing Experiential

1. Micro Moments, Macro Impact

Bite-sized sampling isn't just a compliance box ticked; it's a way to create intentional, memorable experiences.

Less “grab and go”; more “taste, connect, remember.”

2. Messaging That Moves Beyond Sell, Sell, Sell

The best experiential activations weave brand storytelling into the encounter:

• Contextualise treats within balanced lifestyles.
• Align with retailer health initiatives like “Better Baskets”.
• Celebrate craftsmanship, provenance, or reformulation.

3. Experience Over Incentive

Without multibuy promotions to lean on, brands can finally focus on the value of experience itself:

• Engage shoppers with sensory encounters.
• Deliver moments of joy and brand discovery, without needing a discount trigger.

4. Sampling as Brand Theatre

Forget dull table drops. Forward-thinking brands are using experiential theatre (live cooking demos, creative sampling stands, even mobile tasting pop-ups) to elevate HFSS-compliant experiences into must-visit moments.

Experiential Sampling: Still Legal. Now Essential.

By October 2025, experiential will be one of the last major consumer touchpoints left standing for HFSS products:

• No online ads.
• No multi-buy promotions.
• No pre-watershed TV.

But yes to sampling, within clear, manageable guidelines.

That’s not a loophole. That’s a lifeline.

And the brands that capitalise on it early, with smart, creative, responsible experiences, will take a disproportionate share of voice, shelf, and shopper loyalty.

Final Thought: The New Playbook Starts Here

HFSS doesn’t signal the death of indulgent food and drink marketing. It signals the rebirth of genuine brand connection.

Experiential offers brands a compliant, credible, and compelling way to stay visible, stay relevant, and stay loved.

The future belongs to brands that realise the most powerful promotion isn't a price slash. It's a personal experience.

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Want to see how we help brands like yours turn HFSS regulations into real-world opportunities for brand impact? Let’s Talk or Explore Our Work

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Sources:

^{Taste at Tesco CAP Code & HFSS Guidelines, March 2025}

^{UK Government HFSS Implementation Updates (gov.uk)}

^{Kantar Shopper and Consumer Trends Reports 2024}

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