A BAN in England on supermarket offers on unhealthy foods – expected to filter through to Jersey shops – should be “welcomed” as customers should be encouraged to make “healthier choices’, the government’s head of health improvement has said.
This week, the UK government pushed through proposals to end multi-buy offers, like buy-one-get-one-free deals, foods and drinks that are high in sugar, salt or fat. The regulations also ban free refill promotions of certain drinks in restaurants and cafes.
The changes, which were pushed back in 2023 by Rishi Sunak’s government amid cost of living concerns, came into affect on Wednesday and are intended to help tackle rises in obesity rates.
With the cost-of-living crisis deepening for many Islanders, there are concerns that the move could hit shoppers’ pockets, with most Jersey retailers being part of larger UK operations.
However, head of health improvement Martin Knight said that he hoped the move would push people towards healthier options.
He pointed out that some “crossover” could be seen in Jersey regarding changes to the way certain products packaged in the UK were advertised.
“Every single incremental step that starts to improve and enhances those kind of food environments and settings that make healthier choices easier for Islanders, for consumers to make, is very much welcomed,” he said.
“It’s a direction away from the kind of food stuffs that we typically find more easily on our supermarket shelves.”
In 2024, a government-commissioned report about how Jersey sources and distributes its food highlighted the estimated £42 million it costs the Island to support obese and overweight Islanders every year.
The Building Food System Resilience document warned that the cost could rise to £57m per year by 2025.
It also stressed the importance of having “good-quality staple foods at affordable prices”, but noted Jersey’s reliance on imports, particularly from the UK.
Carl Walker, who chairs the Jersey Consumer Council, said that the organisation had recently met representatives of some local supermarkets to encourage them to promote deals on essential items “rather than sweet treats”.
He added: “With the staggering rises in food prices seen in recent years, it is more important than ever for Islanders to have access to a range of choice and promotions across healthy everyday groceries that can benefit both their health and their wallets”.
Asked how the changes could affect local stores, a spokesperson for Waitrose said that Islanders “may see some changes to the products involved in multibuy-style offers” but that the retailer would “continue to offer a wider range of promotions to customers, including on healthier lines”.
The JEP also approached the Coop for comment but did not receive a response by the time of going to print.
