ACI Group criticises ‘blunt’ HFSS scoring penalising fruit products

Ingredient distributor and supply chain specialist ACI Group has issued a stark warning to the food and drink industry regarding proposed updates to the government’s nutrient profiling model.

The group argues that the revised health scoring system — which dictates HFSS (High Fat, Sugar, and Salt) advertising and promotion restrictions — is a “blunt instrument” that unfairly penalises whole-food products while potentially rewarding ultra-processed alternatives.

The “smoothie versus crisps” contradiction

The core of the concern lies in the model’s inability to distinguish between different types of sugars and consumption contexts. Under the proposed changes, nutrient-dense products like fruit smoothies and juices could be classified alongside confectionery and crisps.

“Under the proposed scoring model, a smoothie packed with fruit, fibre, vitamins, and polyphenols is judged using the same blunt logic as crisps,” said Jack Helm, account manager for beverage, bakery & functional foods at ACI Group. Helm points out that the system fails to differentiate between naturally occurring sugars found in fruit and the added sugars prevalent in junk food, fundamentally misrepresenting their role in a balanced diet.

Perverse Incentives for ultra-processed foods

ACI Group warns that the current trajectory of the legislation creates a “perverse incentive structure.” While whole-food products are penalised for their natural sugar content, ultra-processed manufacturers may be able to “game” the system. By using artificial sweeteners or manipulating salt levels to sneak under specific thresholds, highly processed foods could bypass restrictions that natural products cannot.

Furthermore, ACI Group highlights the lack of nuance regarding “consumption intent.” The legislation treats a smoothie consumed as part of a nutritional breakfast identically to an indulgent snack eaten between meals, ignoring the dietary context and the benefits of fruit and fibre intake.

Moving the goalposts for manufacturers

The trade is also being warned of the financial and operational impact on businesses that have already invested heavily in research and development. Many producers have spent millions reformulating lines to meet previous standards, only to find their visibility restricted by shifting regulatory goalposts.

“The government rightly encourages people to eat more fruit and fibre, yet it is proposing to restrict the visibility of fruit-based products because they score poorly against its own algorithm,” added Helm. “That inconsistency risks confusing consumers and eroding trust.”

A call for evidence-based reform

ACI Group is calling on policymakers to adopt a more differentiated approach to nutrient profiling — one that recognises whole foods and genuine reformulation efforts rather than relying on a one-size-fits-all algorithm.

For food and drink brands navigating these shifting sands, ACI Group remains available to provide expert guidance on ingredient strategy, formulation, and regulatory compliance to ensure products remain both compliant and competitive.