As the UK’s new HFSS regulations (High in Fat, Salt and Sugar) take effect, brands across the food and drink industry are preparing for one of the most significant shifts in modern marketing. From October 2025, in-store promotions such as “3-for-2” offers and aisle-end displays will be restricted. But that’s not all, advertising restrictions are also coming that will reshape how brands promote their products on TV and online.

Why Audio Matters for Food Advertising After HFSS

For decades, supermarkets have been the battleground for food advertising. In-store signage, volume-based promotions, and online placement have all played major roles in driving impulse purchases. But with HFSS regulations restricting these levers, brands now need to influence shoppers earlier in their buying journey.

That’s where audio advertising comes in.

Whether through traditional radio or digital audio, the medium reaches listeners in trusted, habitual moments, when they’re in the car, cooking, commuting, or relaxing at home. It’s a moment of one-to-one attention, not one-to-many clutter. And crucially, audio advertising isn’t covered by the HFSS bans.

Instead of relying on shelf visibility or discount pricing, brands can build awareness, reinforce familiarity, and stay front-of-mind, compliantly and effectively.

Introducing audioXi: Precision Targeting for Food Advertising

Bauer Media’s audioXi platform gives advertisers the ability to blend the emotional impact of sound with the precision of digital targeting. It allows brands to reach specific audience groups based on lifestyle, interests, and even where they shop.

For food and drink brands facing HFSS restrictions, this targeting power is invaluable. It helps you stay connected with the very audiences who used to be influenced by in-store or online promotions, now reached through sound instead of sight.

Shopper Audiences: A New Way to Reach Food Buyers

audioXi offers supermarket shopper audiences, allowing brands to target listeners who shop at specific retailers. This is a game-changer for food advertisers who want to maintain visibility with supermarket consumers in a compliant way.

Here’s how each audience can be leveraged:

Tesco Shoppers

Tesco remains the UK’s biggest supermarket, home to millions of weekly shoppers. Targeting this audience through audio helps brands that once relied on in-store visibility continue to build awareness.

Sainsbury’s Shoppers

Sainsbury’s attracts ABC1 households and family shoppers. Food advertising aimed at this audience can emphasise quality, sustainability, or indulgence — perfect for brands repositioning their products after HFSS restrictions take effect.

M&S Shoppers

Affluent and brand-loyal, M&S customers appreciate quality and provenance. HFSS brands can connect with this audience through audio storytelling that focuses on craftsmanship and care.

Waitrose Shoppers

Health-conscious and values-driven, Waitrose shoppers respond well to messages about natural ingredients, balance, and sustainability.

Aldi Shoppers

Aldi’s customer base values affordability without compromise. With multibuy offers restricted, food advertising can shift toward simple value messages: great taste, fair price, everyday enjoyment.

Lidl Shoppers

Younger, value-driven, and regionally diverse, Lidl shoppers are highly responsive to local or seasonal messages.

Asda Shoppers

A broad, family-focused demographic that values familiarity and trust.

Morrisons Shoppers

Known for loyalty and appreciation of British produce, Morrisons shoppers respond to authenticity and community.

Why Shopper Targeting Works for HFSS-Affected Brands

With HFSS restrictions removing many of the traditional “visual” triggers for purchase, audio targeting restores the emotional and habitual connection between consumer and brand.

Through audioXi, advertisers can:

• Reach shoppers before they buy — influencing decision-making early in the day.
• Target by supermarket — keeping your message relevant to where your products are stocked.
• Combine broadcast and digital audio — pairing emotional storytelling with precision targeting.
• Stay compliant — avoiding the limitations now applied to TV, online, and in-store advertising.

The result? Brand awareness that doesn’t just reach, it resonates.

The Future of Food Advertising: Heard, Not Seen

The HFSS regulations are set to reshape how food and drink brands communicate.
From 1 October 2025, voluntary compliance with TV and online ad restrictions will begin.
From 5 January 2026, those restrictions become law, banning TV ads for less healthy products before 9 pm and all paid online ads 24/7.

But while the way brands are seen will change, the way they’re heard remains wide open.
Through radio and digital audio and with the targeting power of audioXi’s supermarket shopper audiences food advertisers can stay front-of-mind, compliant, and creative.

Because in a world where you can’t stand out on the shelf, it’s time to stand out through sound.
Your voice is your new shelf space. Use it wisely.