Extensive use of on-pack promotional claims on commercial baby foods in the UK

Abstract

ObjectiveTo explore and categorise the nature of promotional claims on packaging of commercial baby foods (CBFs).SettingUKMethodologyAn online survey of CBFs (for infants up to 12+ months) in 7 UK supermarkets and Amazon in 2020. On-pack promotions were classified as marketing, composition, health, and nutrient claims using the WHO Nutrient Profile Model draft for infants and young children, and European Union regulation on health and nutrition claims.Main outcome measureDistribution and proportion of claim types, and association between product characteristics and claim types.ResultsA total of 6265 promotional claims were identified on 724 products. Marketing (99%, n=720), composition (97%, n=705) and nutrient claims (85%, n=616) were found on the majority of CBFs, compared with health claims (6%, n=41). The median (Q1, Q3) number of total claims per product was 9 (7, 10), marketing 5 (3, 6), composition 2 (1, 2), nutrient 2 (1, 2), and 0 (0, 0) health. Marketing claims were mainly texture (84%, n=609, eg, super smooth) and taste related (70%, n=511, eg, first tastes). The main composition claim was organic (63%, n=457) while nutrient claims were mainly around ‘no added’ or ‘less’ sugar (58%, n=422) and salt (57%, n=417). Baby led weaning claims (BLW) (eg, encourages self-feeding) were found on 72% of snacks, with a significantly higher (p<0.01) number of BLW claims on snacks (99%, n=209) compared with other product types.ConclusionPromotional claims on CBF packaging are extensively used and, for the most part, unregulated. CBFs are promoted using ‘healthy halo’ connotations that might confuse parents. Regulations on their use should be implemented to avoid inappropriate marketing.

Benchmarking the nutrient composition and labelling practices of commercially produced ready‐to‐eat purées and meals for older infants and young children across seven Southeast Asian countries

“…Such claims can be misleading, especially when placed on products with undesirable qualities, such as high total sugar content. Previous research has found that a significantly greater proportion of products with 'no added sugar' claims were classified as having high sugar content as compared to those without such claims (Garcia et al, 2022;Grammatikaki et al, 2021;Koo et al, 2018). The study has some limitations.…”

“…Thus, decreasing early exposure to salty tasting foods is recommended to reduce salt intake later in life (Lava et al, 2015;Liem, 2017 Claims on CPCF purées/meals labels were widely prevalent, with compositional claims being the most commonly displayed. Extensive use of claims has been also noted on CPCF products available in the United Kingdom (Garcia et al, 2022), Australia (Simmonds et al, 2021) and Taiwan (Koo et al, 2018). Claims tend to emphasize the natural and organic nature of CPCF purées/meals, as well as the absence of artificial additions or other components often considered by consumers as less desirable, such as added sugar and salt.…”

Benchmarking the nutrient composition and labelling practices of dry or instant cereals for older infants and young children across seven Southeast Asian countries

“…Inappropriate claims were the most common reason for CPCF cereals failing the labelling practices assessment of the adapted NPM for CPCF. Similarly, extensive use of claims has been noted on CPCF products in the UK (Garcia et al, 2022) and inTaiwan (Koo et al, 2018).…”

Survey of Emotional Themes Used in Marketing of Commercial Baby Foods in the UK—Implications for Nutrition Promotion in Early Childhood

“…Food labels often display misleading names for the ingredients used in their formulations. For example, food names like “spinach, apple, and swede” suggest that a green vegetable is the main ingredient, but fruit is the main ingredient [ 25 , 26 ]. Commercial baby snacks use messages related to self-feeding behaviour, such as “encourages self-feeding” and “ideal finger food” [ 25 ], which promote snacking on highly processed foods [ 27 ].…”

“…For example, food names like “spinach, apple, and swede” suggest that a green vegetable is the main ingredient, but fruit is the main ingredient [ 25 , 26 ]. Commercial baby snacks use messages related to self-feeding behaviour, such as “encourages self-feeding” and “ideal finger food” [ 25 ], which promote snacking on highly processed foods [ 27 ]. Our group and others have reported the extensive and pervasive use of marketing claims on the packaging of commercial baby foods.…”