The government has issued voluntary guidance for baby food manufacturers in England, giving them 18 months to reduce sugar and salt levels and improve labelling. The move comes amid mounting concerns that leading brands are nutritionally poor and misleadingly marketed.
Researchers at the University of Leeds found that products from brands such as Ella’s Kitchen and Heinz contained high levels of sugar and failed to meet infants’ nutritional needs. The report, published in April, also highlighted misleading claims on packaging, such as 'contains no nasties', on products that are high in sugar.
Dr Diane Threapleton, lead author of the Leeds study, expressed disappointment with the voluntary approach, saying the guidelines are 'quite narrow in scope' and do not address the poor nutritional value of many purees and pouches targeted at weaning babies. She noted that these products are often too watery and low in energy, displacing more nutritious milk feeds.
Public health minister Ashley Dalton said the guidelines would help parents 'bombarded with confusing labels', while Professor Simon Kenny, NHS England’s national clinical director for children and young people, said clearer labelling would empower parents to make nutritious choices. The Department of Health and Social Care warned that if businesses fail to act, 'we will consider tougher measures'.
Separately, researchers at the University of Leeds estimated that legislation restricting supermarket sales of foods high in fat, sugar or salt led to two million fewer such products sold per day after it took effect in 2022, with a drop from 20 to 19 out of every 100 items sold in major supermarkets.
