Wales takes strong action against junk food meal deals to combat obesity crisis
In a determined effort to address the growing obesity problem, Wales is set to implement strict measures aimed at curbing the promotion and accessibility of unhealthy meal deals and temporary price reductions on foods high in fat, sugar, or salt. With almost two-thirds of adults in Wales classified as having either overweight or obesity, the Labour-led government intends to go beyond the initiatives taken in England by enacting legislation to tackle the promotion of ultra-processed foods.
The Welsh government plans to mirror the UK government’s approach in England to restrict volume promotions, such as buy one get one free deals. Additionally, Wales will introduce proposals targeting meal deals and temporary price reductions, acknowledging the urgency of the crisis and the need for more comprehensive actions.
Lynne Neagle, the Welsh Deputy Minister for Mental Health and Wellbeing, emphasised the pressing nature of the situation, stating, “Rising levels of obesity are causing a significant burden of preventable illness in Wales. We must act immediately.” Neagle clarified that the government does not intend to ban meal deals altogether but aims to shift the focus towards healthier, more nutritionally balanced options. Many meal deals currently include large bags of crisps and snacks that are high in fat and sugar. The objective is to ensure that affordable meal deals are available, which are lower in calories, fat, and sugar.
Research conducted by Public Health Wales revealed that three-quarters of lunchtime meal deals exceed recommended calorie and salt levels for a meal. The unhealthiest lunch options provide two-thirds of the daily calorie intake, over 122% of the daily fat intake, 149% of the recommended sugar intake, and 112% of the daily salt intake. The majority of dinnertime meal combinations exceed average energy requirements.
The researchers concluded that if an individual purchased an average meal deal for lunch five days a week, they could gain more than 6 pounds (2.8 kg) in a year. If they opted for a high-calorie meal deal five days a week, the weight gain could reach 47 pounds (21 kg) within a year.
Neagle clarified that temporary price reductions would not be banned either, stating, “Our aim is to rebalance our food environments so that the healthy choice becomes the easy choice.”
The UK government recently delayed the planned ban on buy one get one free deals for junk food by two years, citing concerns over the cost of living crisis. However, the Welsh government is committed to implementing its restrictions by 2025 and intends to proceed even if the UK government does not follow suit.
Neagle expressed hope for alignment across the UK, stating, “It would be great if England moved forward with these plans. We believe that consistency throughout the UK is beneficial, but we have a responsibility to address the crisis we are currently facing in Wales.”
Neagle dismissed the notion that these measures amount to a “nanny state” intervention, highlighting that tackling obesity extends beyond individual responsibility and encompasses the unhealthy food environment people are exposed to on a daily basis.
The regulations will apply to major food retailers, and the government will also explore measures to curb the purchase of unhealthy food online and offers associated with loyalty cards.
According to the Welsh government, 62% of individuals aged 16 and over in Wales either have overweight or obesity.
James Evans, the Welsh Conservatives’ Shadow Minister for Mental Health and Wellbeing, stressed the need for clear assurances from the Welsh Labour government that meal deals will not be banned and that any new regulations will not increase the average weekly cost for shoppers.
