It has been described as the biggest change to supermarket retailing since supermarkets were invented. Now that the promotions for the platinum jubilee have been taken down, work has started on a transformation of the way ￡17bn of food is sold each year in the UK.

By the start of October, all stores in England run by companies employing more than 50 people and occupying more than 2,000 sq ft will be banned from using prominent locations on the shop floor to promote products high in fat, sugar or salt.

The government’s own impact assessment estimates the long-term cost to retailers at more than ￡1bn and according to Sally Ball, strategic insight director at researchers Kantar, the legislation directly affects about ￡17.5bn of annual sales of products including ready meals, pizzas, ice cream, milkshakes, bakery items and confectionery.