Burts Snacks has outlined plans to launch a new range of HFSS-compliant hand-cooked crisps during 2026, as the UK’s premium snack sector continues to adjust to tighter regulations on the placement and promotion of high fat, salt and sugar products.

The rollout will begin in February 2026 with two reformulated core flavours – Lightly Sea Salted and Devon Roast Beef – which the company says have been adapted to meet HFSS requirements while retaining the brand’s established flavour profile and texture. Further HFSS-compliant flavours, including Mature Cheddar & Onion and Sea Salt & Malt Vinegar, are scheduled to follow later in the year. According to the company, all variants have undergone consumer testing as part of the reformulation process.

The HFSS-compliant range will be offered in 40 g and 150 g formats and will be available both online and in-store at supermarkets across the South West of England.

The move comes as HFSS legislation continues to influence product development and in-store strategies across the UK grocery sector. Burts said the reformulation programme is intended to support retailers navigating shelf placement and promotional restrictions, while allowing them to retain premium hand-cooked crisps within their assortments. The company also plans a summer marketing campaign focused on social media and shopper marketing to support the launch.

“HFSS legislation is changing the landscape for snacks in-store, and our goal is to make the transition seamless for our retail partners,” said Sas Horscroft, Head of Marketing at Burts Snacks Ltd. “By reformulating our hand-cooked range, we’re giving shoppers products they trust, while helping retailers stay compliant on shelf.”

Burts said the HFSS initiative forms part of a broader strategy focused on recipe reformulation, with reductions in fat, salt and sugar achieved without altering the brand’s established production approach or flavour positioning.

Founded in 1999 and based in Devon, Burts produces hand-cooked potato crisps using Red Tractor-approved British potatoes sourced from local growers. The company positions its portfolio around traditional flavours and states that its products are free from MSG, artificial colours, artificial flavourings and hydrogenated fat. In recent years, the brand has also highlighted packaging initiatives and product awards as part of its wider quality and sustainability credentials.