A new analysis reveals that 99% of chocolate spreads sold across major UK supermarkets are classified as “less healthy” under official government standards, yet they continue to evade advertising and promotion restrictions.

The research, Spreading the Problem, published by Action on Salt & Sugar to mark Sugar Awareness Week, evaluated 78 chocolate spreads and found that 86% are high in sugars, 91% are high in saturated fat, and 92% are classified as ultra-processed. On average, a standard 15g serving contains 6.3g of sugars. When applied to two slices of bread, this can surpass 12g of sugars — representing roughly half of the maximum daily free sugars limit recommended for a child aged seven to ten.

Specific products demonstrated even higher concentrations. The M&S Whipped Chocolate Spread contained 9.2g of sugars per serving, which equates to nearly 40% of a child’s maximum daily free sugars limit, or the equivalent of more than two teaspoons of sugar on a single slice of toast. Hazella Choco Swirl Spread and Nutella Hazelnut Spread with Cocoa followed closely behind.

The researchers argue that the findings expose a striking inconsistency within current public health regulations. While many comparable high in fat, sugar, and salt (HFSS) food categories face strict curbs on advertising and in-store promotions, sweet spreads remain entirely exempt. This loophole permits products directly associated with confectionery brands — such as Maltesers Spread and Cadbury Milk Chocolate Spread — to maintain full promotional exposure, occasionally even containing higher sugar levels per 100g than their non-exempt confectionery equivalents.

The broader survey, which assessed 834 spreads including jams, honey, syrups, and nut butters, found that 78% of all products were high in sugars and 86% failed the current Nutrient Profiling Model (NPM). Furthermore, voluntary industry measures have fallen short, with 84% of products covered by government sugar reduction guidelines exceeding recommended levels, alongside 60% of chocolate spreads specifically.

In response to the findings, Action on Salt & Sugar is urging the Government to close this regulatory loophole, bring chocolate and sweet spreads within HFSS restrictions, and consult on mandatory Healthier Food Targets and Reporting for major manufacturers.

Dr Kawther Hashem, head of research & impact at Action on Salt & Sugar, based at Queen Mary University of London, said: “This loophole is increasingly difficult to defend. You cannot have a system designed to restrict the advertising and promotion of less healthy food, then leave out a category where virtually every chocolate spread fails the Government’s own healthiness assessment. These products are overwhelmingly high in sugars and saturated fat, yet companies are still being given greater freedom to promote them. That is completely at odds with the direction of public health policy. Sugar Awareness Week is about holding businesses to account for the food environment they help create, but Government has a responsibility too. Ministers should close this exemption and make sure chocolate spreads and other sweet spreads are covered by the same rules as comparable less healthy products.”

Dr Jizhao Niu, Postdoctoral Research Associate at Queen Mary University of London, who conducted the analysis, explains: “What stood out most from our analysis was just how widespread high sugar levels were across everyday spreads. This was not limited to a handful of products or brands. We found substantial differences in sugar content between products within the same category, showing that lower-sugar options are already available. Consumers should be able to make informed choices, but it is not always easy to identify these differences from product packaging. Our findings highlight the need for clearer nutritional information and further efforts to reduce sugar across these products.”