Price is a key driver in consumer behaviour. It is welcome that action has been taken to reduce the number of volume-price promotions of HFSS foods. However, with healthier foods such as fruits and vegetables still generally being more expensive than HFSS foods, and the proportion of disposable income needed for the most deprived in the population to meet the cost of a healthy diet increasing, retailers should be encouraged to offer more price promotions on healthier foods. (Conclusion, Paragraph 36)