Supermarket giant Tesco is to ban “buy one, get one free” deals on unhealthy foods and drinks from this autumn.
The grocer will remove the promotions from October this year - despite the Government pushing back its crackdown on high fat, salt and sugar (HFSS) products until October 2023.
Sainsbury's said it is also "committed" to following the original HFSS timeline.
Shoppers will no longer see unhealthy items - such as crisps and chocolate - featured at checkouts, store entrances and aisle ends as part of the new rules.
The Government says the measures will help tackle childhood obesity and wants healthy snacks to be at the forefront of store advertisements.
The HFSS were meant to come in place in October 2022 but they have now been delayed by one year.
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TV advertisements on junk food will also be banned before 9am from January 2024 as part of the obesity crackdown.
Tesco UK and Republic of Ireland CEO Jason Tarry said: “Our mission is to make Tesco the easiest place to shop for a healthy, more sustainable basket – while keeping the cost of the weekly shop in check.
“It’s vital that we keep making the right calls on behalf of customers and communities. Customers are telling us they want to eat a more healthy, sustainable diet, but without having to stretch the weekly shopping budget.
“We agree and, thanks to our laser-focus on great value, customers won’t need to make that compromise at Tesco.”
Sainsbury’s chief marketing officer Mark Given said: “We are committed to continuing to follow the government’s original HFSS promotional timelines and call on the rest of the industry to do the same.
“In 2016 Sainsbury’s became the first major supermarket in the UK to remove multibuy offers in favour of lower regular prices.
“We know our customers in communities across the country are a facing a cost-of-living crisis and want to continue to provide healthy, nutritious food for their families.
“Sainsbury’s is dedicated to making healthy choices more affordable and over the last year nearly 60% of our promotions were on healthier or better for you choices.”
Last month, Kellogg's confirmed it was launching legal action against the Government as the new obesity rules would stop some of its cereals being displayed prominently in stores.
Kellogg's argues that the restrictions fail to consider the nutritional value of the milk added to its products.
It says adding milk would reduce the proportion of sugar and salt content in relation to the overall weight of the serving.
The changes to how food is advertised has also seen Nando's confirm a huge change to its refillable drinks station.
