Dealing in foods high in fat, sugar or salt will be restricted in Wales under plans to tackle obesity and diabetes.
Temporary price drops and offers to buy the unhealthiest foods multiple times will also be banned in the proposals put forward by the Welsh Government.
But retailers have raised concerns about the timing of the announcement as food prices remain high.
The legislation will be introduced across Wales in 2025.
A number of retailers offer lunch deals that combine a sandwich, drink and snack for a set price.
Restrictions will be placed on certain combinations that are high in fat, sugar or salt above the recommended daily allowance.
“If I want to buy something with more sugar or salt, that’s my choice,” says Bethan Walker
The new law will also prevent retailers from temporarily slashing prices and offering promotions such as two-for-one on the unhealthiest foods.
The new rules will also try to curb impulse buys of unhealthy food by asking retailers not to advertise certain items at the end of aisles or next to tills.
The legislation will apply to all businesses employing more than 50 people.
Similar changes in England have been delayed by the UK government. Prime Minister Rishi Sunak said it would be unfair to limit options when food prices remain high.
Shoppers at a supermarket in the Vale of Glamorgan had mixed opinions about the proposed legislation.
“I think it’s a great idea,” said June Milne. “I think the government should put restrictions on it. It’s about time we put health before profits.”
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Bethan Walker said: “I understand what’s going on, but my personal opinion is that if I want to buy something with more sugar or salt in it, that’s my choice.”
Filco supermarkets director Matthew Hunt described the timing as “ridiculous”.
“Notably, Rishi Sunak has recently spoken out about relaxing this legislation, that it is itself inflationary and it is not the right time to take this approach, especially when food inflation is as high as it is.”
Mr Hunt added: “What needs to be avoided at all costs is the creation of confusion caused by different governments not being consistent about what is included and excluded.
“It’s about time we put health before profits,” says June Milne
“For example, the inclusion of meal deals in Wales is very difficult to understand. Make it easy and make it consistent so that both the consumer and the merchant have the best chance of understanding it.”
The Welsh Government said there was strong public support for action to help people make healthier food choices.
According to Public Health Wales, 60% of people in Wales are overweight and one in four children are obese by the age of five.
The number of people with type 2 diabetes in Wales is also at a record high.
Deputy Minister for Mental Health and Wellbeing Lynn Neagle said: “This legislation will continue our commitment to improve diets and help prevent obesity in Wales. Our goal is to balance our food environment towards healthier products so that healthy choices become easy choices.”
The Welsh Government said it would not be banning any products, but would continue to work with retailers to find nutritional balance in all offers available to customers.
Dr Ilona Johnson, public health consultant for Public Health Wales, said: “This is an incredibly complex issue and there is no one-size-fits-all solution.
Filco supermarkets director Matthew Hunt concerned about ‘creating confusion’
“We know from the evidence that policies targeting the food environment are effective and a strong legislative framework is an important step in helping us shift the balance towards healthier choices and healthier people.”
A spokesman for the Retail Association of Wales said: “The Welsh retail industry is committed to helping consumers make healthier choices. Fresh fruit and vegetable prices are heavily advertised and are often the first thing shoppers see when they enter food retail stores.
“We are particularly concerned about possible plans to limit price promotions and to limit products in meal deals.
“Intra-category promotions allow retailers and brands to compete for customers, improving competition and keeping prices low,” he adds.
Welsh Conservative Shadow Minister for Mental Health, James Evans said: “Obesity is an urgent problem in the western world which is a costly drain on the limited resources of our precious Welsh NHS and it is a shame that it has taken the Welsh Government so long to tackle the problem.
“However, at a time of the cost of living pressures we all face, we need cast-iron assurances from the Welsh Labor Government that they have no intention of banning food deals and that no new regulations will increase the average weekly spend for shoppers .”
A spokesman for Plaid Cymru says it “supports measures which focus on making it easier to choose healthy lifestyle options”.
“It is so important to strike the balance between taking steps that could prevent future ill health, rather than measures that involve limiting the government from what we can do when too many households are already facing unreasonable budget squeezes you are.’