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Promotions on food high in fat, sugar, and salt are to be restricted in Wales under a new law to be introduced next year.

The legislation, which will be rolled out across Wales by 2025, will aim to tackle high levels of obesity and diabetes.

The new rules will restrict ‘meal deal’ promotions, price promotions, and multi-buys and will also restrict where unhealthy foods can be promoted in shops and supermarkets – such as at the end of aisles.

The Welsh Government said the new law will not ban ‘meal deals’, but will restrict the inclusion of unhealthy products in them.

More than 60% of adults in Wales are above a healthy weight, and over a quarter of children are overweight or obese by the time they start school. The Welsh Government said this can have a significant effect on people’s health, with levels of obesity related diseases such as type 2 diabetes at record levels in Wales.

The legislation will not apply to all high fat, sugar and salt products, but it will target food and drinks that contribute most to obesity.

The Welsh Government is hoping it will spur the food and retail industries in Wales into promoting healthier foods and to reformulate products to reduce levels of fat, salt, and sugar.

Evidence is still being considered on other proposals consulted on at the same time, including evidence in out of home settings, such as calorie labelling and on ending the sale of energy drinks to children under 16.

Lynne Neagle MS, the deputy minister for mental health and wellbeing, said: “Whilst similar legislation is also being introduced in England, I am minded to include temporary price reductions and meal deals within our restrictions.

“We will not be banning any product or type of promotion, our aim is to rebalance our food environments towards healthier products, so that the healthy choice becomes the easy choice.”

Dr Ilona Johnson, Consultant in Public Health for Public Health Wales, said: “This is an incredibly complex issue and there is no single solution.

“We know that from the evidence that policies targeting the food environment are effective and a strong legislative framework is an important step in helping us to shift the balance towards healthier choices and healthier people.”

A consultation on enforcement measures will be taken forward later this year.