With new HFSS (High Fat, Sugar, Salt) regulations coming into play, brands in the food and drink sector face tighter advertising restrictions - especially online and on TV. But one thing hasn’t changed: people still love trying new products.
Sampling isn’t just a workaround - it’s a smart, legal, and highly effective way to get products directly into consumers’ hands.
Why Sampling Works Under HFSS
Direct-to-Consumer = No Restrictions
Unlike paid ads or certain digital placements, giving someone a sample in real life isn’t covered by the same HFSS advertising restrictions. That means your product can reach the right audience without breaking the rules.
Student & Workplace Channels Are Gold
By targeting universities, offices, gyms, and events, brands can engage consumers where they spend time - and where HFSS regulations don’t block exposure.
Surprise & Delight Drives Trial
When someone receives a product in the right moment (post-workout, exam week, or during a busy day), they’re far more likely to try it and remember your brand - legally and memorably.
The Benefits Beyond Compliance
- Brand awareness → Consumers get to see, hold, and try your product
- Trial → One free taste can drive repeat purchases
- Engagement → Sampling creates conversations and social shares
Safe & targeted → Reaches consumers in the right environment without relying on restricted ads
Turning Regulation Into Opportunity
HFSS rules don’t have to mean fewer consumers. They mean smarter campaigns. By embracing product sampling, brands can:
- Put products directly into hands that want them
- Build loyalty with meaningful experience
- Generate data and insights to prove ROI
The Takeaway
HFSS regulations are changing the ad game, but sampling is still a playground. Delivering products face-to-face lets brands stay front of mind, generate trial, and delight consumers — all while staying fully compliant.
Ready to sample smarter?
We help brands like yours plan and deliver sampling campaigns that make an impact, from homes and campuses to offices and high streets.
“Sampling isn’t just compliant - it’s clever”
