Government restrictions on high-fat, sugar or salt (HFSS) promotions led to fewer junk food purchases in England, according to independent research analysis from the University of Leeds.

The study found that nearly two million fewer HFSS products were sold after tighter regulations were imposed. Supermarkets Asda, Morrisons, Sainsbury’s and Tesco were monitored to assess the impact of the HFSS regulations.

Before the new rules in supermarkets, 20 in 100 items sold were HFSS products, which reduced to 19 after the restriction was placed.

Professor Michelle Morris, researcher at the University of Leeds, said: “Our research shows that the HFSS legislation was a force for good, leading to a significant reduction in sales of in-scope HFSS products.

“But more now needs to be done to make healthy and sustainable diets the easy choice for our population so that we can shift more people’s eating habits towards the national recommendations of the Eatwell Guide.”

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The move aimed to address the UK’s rising levels of obesity, and the Government is implementing further plans to restrict the sale of unhealthy food.

Dr Alison Fildes, of the University of Leeds School of Psychology, added: “Our findings suggested shoppers were in favour of the HFSS legislation. However, they also expressed their support for greater promotion and affordability of healthy foods.

“Tightening the current legislation to ensure HFSS products are replaced in prominent locations with healthier foods would go further towards helping shoppers make healthier purchases.”

However, the Government delayed its plans to ban HFSS ads after retailers expressed concern over the financial impact of the decision. Additionally, the Government plans to lift the restrictions on HFSS promotions in stores which came into effect in October 2023.