Jam News
If you’ve been scrolling through TikTok lately, you’ve probably been bombarded with countless food and drink trends. From quick, easy recipe hacks to quirky snack challenges, the platform is transforming how people discover, engage with, and even shop for their favourite food and drink brands.
The UK’s new HFSS (High Fat, Salt, and Sugar) advertising rules, which ban paid-for online ads and impose a 9pm watershed for TV and on-demand services, will become legally binding on 5th January 2026. While businesses are expected to comply with the spirit of the rules from October 2025, the delay allows for the clarification of brand advertising regulations. This will be especially challenging when it comes to advertising to younger audiences.
The goal of this new rule is to encourage healthier eating choices and reduce the impact of unhealthy junk food. For brands, this means no more fast-paced, exciting ads pushing sugary and salty treats during kids’ TV shows, on social media, or in certain places online. This is a huge milestone in advertising regulations. So what can brands do to continue driving sales while staying compliant? That’s where TikTok is taking the crown.
How we’ve been helping brands adapt to HFSS regulations
At Jam, we’ve been helping food and drinks brands utilise TikTok for reach, growth and conversions, in ways that are compliant with HFSS guidelines. This includes a social-first strategy that is trend-led, story-telling and most importantly, engaging.
TikTok’s unique format and community-driven content style offers a powerful way to engage with audiences without relying on traditional advertising tactics. Unlike paid media, TikTok content thrives on authenticity, creativity, and organic discovery, making it a natural fit for brands looking to stay visible and relevant while still playing by the rules.
Instead of directly promoting HFSS products in ways that might trigger restrictions, we focus on tapping into relevant TikTok trends that are relatable and entertaining. Showcasing brand personality rather than constantly pushing products. We focus on the power of influencer marketing to develop content that feels native to the platform, to expand reach and engagement. Finally, on TikTok Shop, we create a seamless in-app journey from content to conversion, allowing brands to drive sales in a compliant and user-friendly way.
Fuelling the Feed for Worldwide Global Brands
An example of our ongoing work in the food and drinks industry is our social media and PR partnership with Worldwide Global Brands LTD. A leading distributor and manufacturer of American, European, and specialty foods popular for its tasty treats, cereals, drinks and crisps. Our strategy revolves around increasing brand awareness while staying compliant with HFSS regulations. We create TikTok-first content, focusing on storytelling and real, relatable moments, rather than just pushing sales. Paired with a robust TikTok Shop strategy, we turn engagement into instant action, making it effortless for users to discover and buy without ever leaving the app.
The results? We’re delivering authentic brand awareness by tapping into trending TikTok videos and partnering with influencers in a way that aligns with the brand’s core values, driving genuine engagement, boosting visibility and generating sales through real, meaningful connections.
FinalThoughts
What’s Next for Food and Drink Brands on TikTok?
With HFSS regulations changing the marketing landscape, TikTok offers a fresh, exciting way for food and drink brands to stay relevant and creative. It’s not just about selling, it’s about telling your story in a way that feels authentic and generates a conversation.
We’re excited to keep working with brands like WWGB, helping them make the most of TikTok with strategies that are both innovative and compliant.
Want to see how TikTok can help your food or drink brand thrive under the new rules? Drop us a line, and let’s chat about creating a TikTok strategy that works for you.
