Burts Snacks reformulates hand‑cooked crisps to meet HFSS requirements

Premium snack producer Burts Snacks is set to roll out a newly reformulated range of HFSS‑compliant hand‑cooked crisps in 2026, marking a shift for the Devon‑based brand as retailers continue to adapt to the UK’s evolving High Fat, Salt and Sugar (HFSS) regulations.

The move ensures that Burts can maintain distribution and visibility in restricted retail environments while preserving the flavour and texture profile that has defined the brand.

The first HFSS‑compliant SKUs will launch in February 2026, beginning with two core flavours: Lightly Sea Salted and Devon Roast Beef. Both have undergone targeted reformulation to reduce fat, salt and sugar levels while retaining the brand’s signature crunch and seasoning intensity. According to Burts, the reformulation process has been consumer‑tested to ensure that the sensory experience remains consistent with the original recipes.

Later in the year, Burts will extend the compliant range with Mature Cheddar & Onion and Sea Salt & Malt Vinegar, two of its strongest‑performing SKUs. These variants have also been reworked to meet HFSS thresholds without compromising on flavour delivery — an area where many brands have struggled as the category adjusts to regulatory pressure.

For retailers, the reformulation is strategically significant. HFSS rules restrict in‑store placement, promotional activity and visibility for non‑compliant products, particularly in supermarkets and convenience chains. By ensuring its flagship hand‑cooked crisps meet the criteria, Burts positions itself to maintain front‑of‑store presence and promotional flexibility — key drivers of impulse snack sales.

The move also aligns with broader shifts in the premium crisps segment, where brands are increasingly balancing indulgence with nutritional responsibility. Burts’ reformulation follows recent investment in sustainability initiatives, including packaging made with 55% post‑consumer recycled plastic, signalling a dual focus on environmental and nutritional performance.

For foodservice operators, wholesalers and grocery buyers, the HFSS‑compliant range offers a route to retain premium crisp offerings without falling foul of regulatory constraints. As HFSS enforcement tightens across the UK, reformulated products are expected to play a growing role in category resets, planogram updates and healthier‑snacking strategies.

Burts’ phased rollout throughout 2026 suggests a long‑term commitment to HFSS‑aligned innovation, with further flavour extensions likely as the company refines its reformulation toolkit. For now, the brand’s early‑2026 launches will serve as a key test of whether premium hand‑cooked crisps can meet HFSS standards while still delivering the sensory cues consumers expect from the category.

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