New Regulation, New Opportunity: Why Food & Drink Brands Should Advertise on Radio
From January 2026, the UK food and drink advertising landscape will change dramatically. New regulations will ban High Fat, Salt and Sugar (HFSS) products from advertising:
- On TV before 9pm
- Across all paid online channels (Including social media, display and video)
However, audio advertising is exempt. This means your brand can continue to connect with consumers in a brand-safe, regulation-safe environment.
And while the legal deadline has now been pushed to January 2026, many major retailers and advertisers are already adopting the restrictions voluntarily.
In other words: radio is always on the menu.
Why Bauer Media is Perfect for Food and Drink Advertising
Bauer Media is home to some of the UK’s most loved radio stations, including Greatest Hits Radio, Magic, KISS, Absolute and Hits Radio, reaching over 21.8 million weekly listeners.
Why Bauer Stands Out:
Digital Audio Reach
Connect with audiences on smart speakers, mobile apps and desktops, whether they’re at home, on the move or at work.
In-House Creative Services
We create branded audio that taps into food cravings and builds strong sonic identity. Using dynamic creative, we tailor your ads to reach people at the moments they’re most receptive – like during mealtimes, when cravings peak, on hot days to promote cold drinks, or in cold, rainy weather to highlight comfort foods. This ensures your message lands when your audience is most likely to engage and take action.
National Scale with Local Precision
Bauer combines mass reach with local geo-targeting by postcode, allowing you to deliver relevant, timely messages to the right audience in the right place.
Bauer Listeners: Food and Drink Fans Through and Through
Bauer Media doesn’t just offer broad reach, it connects brands with a deeply engaged audience that shares a genuine passion for food, drink and shared mealtime experiences. Whether your focus is grocery retail, premium alcohol or takeaway, our listeners are already in the mindset to engage.
Audience Insights Include:
10.9 million listeners (64%) agree “I only shop at supermarkets that sell good quality fresh food”
That’s 4% more likely than the national average.
12.5 million listeners (73%) consume takeaways. 14% more likely than average —contributing to a total spend of £178 million.
11.7 million listeners (68%) drink alcohol. 14% more likely, ideal for targeted alcohol campaigns.
7.8 million listeners (45%) of listeners say “I enjoy splashing out on a meal in a restaurant”.
6.4 million listeners (37%) of listeners say “I’m prepared to pay more for good quality wine”.
Campaign Opportunities: Digital Audio & Sponsorships That Drive Results
Bauer Media offers brands powerful ways to reach and engage food and drink consumers through Digital Audio and trusted sponsorships.
“Time to Eat” Sponsorships: Align your brand with key dayparts, sponsor mid-afternoon or drive-time shows to reach listeners at peak snacking, takeaway, or meal decision moments. Sponsoring popular time slots ensures repeated exposure and strong brand association.
Geo-Targeted Digital Audio Campaigns: Deliver location specific messaging with Digital Audio. Target listeners by postcode or region and drive footfall to supermarket locations, restaurants or takeaway services.
Weekend Recipe Club with Greatest Hits Radio: Sponsor a Thursday evening segment on Greatest Hits Radio (4-7pm) dedicated to recipe inspiration, cooking tips and food hacks. The perfect environment to showcase your product or brand.
The Power of Audio: Undeniable Impact
89% of UK adults listen to radio weekly (RAJAR 2025).
74.2% do so digitally, via smart speaker, mobile or DAB.
Radio delivers £5.20 ROI for every £1 spent, measured across campaigns running from 14 weeks to 2 years. (Radiocentre).
Check Out Our Case Studies
Presenter Endorsed Sponsorship – Haute Dolci
Presenter Endorsement & Breakfast Promotion – Roxy Leisure
Don’t Let Your Brand Go Quiet
January 2026 is coming fast. With Bauer Media, you can stay ahead of the change.
Keep your message fresh, relevant and always on the menu.