New report shows food companies misleading families with marketing of baby and toddler foods

A new report from Food for Health Alliance released today highlights how companies are misleading parents about what’s in packaged baby and toddler foods. The findings come as Food Ministers are set to decide in coming weeks whether to regulate the composition and marketing of these foods in Australia.

Baby and toddler products carry up to 20 different on-pack marketing claims and use a range of fruit and vegetable imagery. More than half, (56%) of Australian baby and toddler food products feature fruit imagery on the packaging.

Some specific examples called out in the new report include:  

• Kiddlylicious Strawberry Fruit Wriggles claim they are “made with real fruit” with pictures of strawberries, but in reality contain no whole fruit and are two thirds sugar – as much as marshmallows.   

• Only Organic Strawberry Yoghurt Rice Cakes which say “strawberry” and “yoghurt” in the name – but don't contain any whole strawberries or yoghurt, just a strawberry powder and a yoghurt topping, the main ingredient of which is cane sugar.  

• Little Bellies Organic Banana Date & Oat Bars which despite claiming they have “no added sugar” contain more sugar than gummy bears - 47%.  

Food for Health Alliance Executive Manager, Jane Martin says industry tactics can give these foods a health halo.  

“The processed food industry is plastering their products with images of fresh fruits and veggies and claims like ‘no added sugar’ or ‘free from artificial flavours and colours’ to hoodwink parents into thinking they’re buying something healthy for their kids. In reality, many of these snacks are highly processed, high in sugar and salt and don’t support children’s health and development.”  

With two out of five Australian children under three eating packaged baby and toddler foods for at least half their diet, this has significant implications for the health and development of young children.  

Ms Martin added she has no doubt parents want the best start in life for their kids, but choosing the right products is difficult when food companies are misleading them.  

“We know that Australian parents and carers want to give their babies and toddlers the best food possible. The majority believe that what’s in these foods and how they’re marketed is tightly regulated by government. But right now, this is not the case,” Ms Martin confirmed.  

With Australia’s Food Ministers due to decide in the coming weeks whether higher standards should be set for these foods, Food for Health Alliance believes it’s imperative regulation around both the marketing and nutrition of baby and toddler foods is prioritised. 

“The health and development of babies and toddlers is critically important, which is why the World Health Organisation recommends that what’s in their foods is well-regulated and that the packaging does not contain any marketing claims. We’re urging Food Ministers to ensure that Australian baby and toddler foods meet international standards by regulating how these foods can be marketed and made so that parents and caregivers can trust that what they’re buying for their children supports their health and development,” Ms Martin said. 

Food for Health Alliance is calling on Australian governments to introduce comprehensive changes to ensure baby and toddler foods: 

1. Meet international standards for nutrition, including limits on sugar and sweetness, sodium and energy density 

2. Have accurate names that reflect ingredients  

3. Meet international standards for marketing on packaging, which means no marketing claims 

4. Are age appropriate    

Ms Martin emphasised the importance of government action to protect baby and toddler health, now and into the future.  

“The first three years of a child’s life are essential for their development, a time when their brains and bodies are growing faster than any other time in their lives. So, it is essential they get the right nutrients from their diet. The processed food industry is driven by maximising sales and profits, even if this comes at the expense of our kids’ health. Industry won’t make these changes on their own, so government intervention is crucial,” Ms Martin concluded. 

Visit www.foodforhealthalliance.org.au/kids-are-sweet-enough to read the report and join Food for Health Alliance’s Kids Are Sweet Enough campaign, calling for changes to ensure baby and toddler foods are made and marketed responsibly. 

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