29 April 2025
Marketing of baby and toddler snacks out of control
BBC Panorama show The Truth about Baby Food Pouches last night revealed these type of snacks are high in sugar and low in vitamins and minerals - despite being marketed as healthy alternatives to homemade food.
New research finds the problem goes way beyond these specific products though, with an average of 20 promotional claims on the packaging of foods aimed at babies and toddlers. Action on Sugar reports that in some cases up to 43 claims were made on a single product.
An upcoming Food Foundation report - due out on May 14 - will examine the diet and health of children aged one to five across the UK, will highlight concerns around the heavy promotion of baby and toddler snacks.
Speaking ahead of publication, Dr Hannah Brinsden, The Food Foundation's Head of Policy and Advocacy, said: "Policies are urgently needed to protect the health of our youngest children and ensure they have the best start in life.
"The existing early years nutrition policies are weak, and the extent of claims on packaging is just one area where the government needs to step up to protect both children and their parents from misleading marketing."
Zoe Davies, Senior Nutrition Projects Officer at Action on Salt and Sugar, said: "It is unacceptable for baby and toddler snacks to contain such high levels of sugar and then be marketed with up to 43 claims on pack.
"Parents deserve better nutrition for their children and transparency from food businesses in what is already a very challenging and exhausting time in their life.
"As the food companies aren't acting fast enough, the government must urgently regulate the nutritional content and marketing of foods for babies and young children."
As a result of the findings of the Panorama investigation, The Food Foundation joined Obesity Health Alliance and more than 40 leading health and child organisations in urging the Government to take immediate action to protect babies and young children from harmful food and drink products.
Our Executive Director Anna Taylor signed a joint letter to Health Secretary Wes Streeting asking him to end junk food advertising, raise nutritional standards, ensure the right to healthy food for all, and create healthier food environments.
