New laws on sugary drinks to impact pubs, bars, and restaurants in England

As of 1 October 2025, England’s “out-of-home” food and drink sector can no longer offer free refills on drinks with a high fat, sugar, or salt content (HFSS).

This means that restaurants, cafés, pubs, bars, and takeaways that previously offered customers unlimited sugary drinks will need to remove this option from their menus or risk fines for non-compliance.

The move is part of a wider government push to reduce the consumption of unhealthy drinks and their impact on public health and childhood obesity. 

Still, for many in the hospitality industry, already up against rising costs and staffing challenges, it’s yet another regulatory shift to adapt to.

What are the new HFSS laws?

Under the new laws, all HFSS drinks products can no longer be promoted with volume-based offers, such as multibuy deals, free refills, or buy-one-get-one-free offers on sugary drinks.

The rules apply across England to all out-of-home venues, including hospitality outlets, cafés, and restaurants, as well as supermarkets, high street shops, and online retailers.

For example, Nando’s popular free-refill policy is now limited to only zero-sugar options like Fanta Zero and Sprite Zero. Fans of full-fat Coke will now have to savour just a single glass.

The legislation aims to tackle obesity and reduce the impact of unhealthy food and drink on public health. Each food and drink item has been assessed by the government using an external classification system to identify those affecting childhood obesity the most.

In drinks, the worst offending culprits include sugary fizzy options like lemonade and cola. For food, items such as crisps, sweets, chocolate, ice cream, pastries, cakes, and even some fish fingers and pizzas will now be restricted under the new laws.

A spokesperson for the Department of Health and Social Care described the restrictions as “a crucial step” in giving children a healthy, happy start in life.

“Obesity robs children of the best possible start, sets them up for lifelong health problems, and costs the NHS billions,” they told the BBC.

If you run a pub, restaurant, or bar that currently offers free refills or multibuy discounts on sugary drinks, head to the government implementation guidance for help on how to proceed with the new laws in mind.

What will it change for pubs, restaurants?

For venues, compliance with the new HFSS rules is a legal requirement. Failing to follow the regulations could end in enforcement action or fines of up to £2,500, though local authorities are expected to take a supportive, “work-with” approach before penalising businesses.

In practical terms, operators may need to rethink how they design menus, price items, and run promotions. That may include axing free refills on sugary drinks, adjusting bundle offers, and updating digital menus and in-store signage to reflect the changes. 

From a customer experience POV, transparency is key. Make sure to clearly communicate the reasoning behind why you’ve removed a likely well-loved deal from your menu, to prevent your guests from feeling confused or frustrated. 

Though as health-conscious dining becomes more mainstream, the new restrictions may actually align well with changing consumer tastes for lower-sugar, lower-calorie options alongside alcohol-free alternatives.

How hospitality operators can respond

The first step is to audit your current menu and promotions. Any volume-based deals on food or drinks that fall into the HFSS category should either be removed entirely, replaced, or reframed, for example, limiting refills to zero-sugar options or suggesting healthier pairings. 

Staff should also be briefed on the new rules and supported with clear talking points so they can handle customers’ questions on the changes. 

If you still want to offer deals, alternatives such as loyalty points, combo discounts on healthier items, or limited-time deals that promote balanced choices are all still on the table. 

By keeping menus flexible, transparent, and health-conscious, hospitality brands can strengthen their image and build long-term customer trust, showing that good business and better health can coexist.