More sugar than Coca-Cola: dentists press for action on baby food
Sector remains wedded to disingenuous language, says the BDA.
The British Dental Association (BDA) has urged the UK Government to confront the baby food industry, after a wide-ranging analysis of the UK baby food pouch market found no improvement in sugar content.
The BDA noted that market leader Ella’s Kitchen, Piccolo and Aldi appear to have pre-empted the launch of the research on BBC’s Panorama tonight by confirming cosmetic changes to their labelling, to bring them in line with NHS guidance on not marketing products to infants under six months. While technically a ‘win,’ said the BDA, it stressed that these changes “do nothing to reduce grotesque levels of sugar or reign in ‘halo labelling’ claims.”
The BDA contacted Annabel Karmel, which it said was the “worst offender” from its last review in 2022, and was informed it had withdrawn from the UK market.
It shouldn’t take dentists naming and shaming the worst offenders to bring about needed change
Eddie Couch
Market analysis of 209 products aimed at children aged under 12 months – the largest such exercise attempted, and nearly double the BDA’s pioneering 2022 study – found:
- Top brands are actively undermining government guidance on weaning from around six months. At the time the research was undertaken, market leader Ella’s Kitchen and Piccolo were promoting products to four month-olds – contrary to Government guidelines – stating that “every baby is different”.
- It’s straightforward to offer lower sugar levels. While ‘natural’ levels of sugar are described by manufacturers as inevitable with fruit-based pouches, some brands offer products based on similar ingredients that contain a fraction of the sugar levels of the worst offenders. Aldi Mamia Organic’s Apple & banana porridge contains just 5.5g per 100g, a third of the levels of similar recipes.
- More than a quarter contained more sugar by volume than Coca-Cola, with parents of infants as young as four months marketed pouches that contain the equivalent of up to 184% of the sugar levels of the soft drink.
- ‘Boutique’ brands still appear to have higher levels of sugar than traditional baby food brands or own-brand alternatives. Market leader Ella’s Kitchen is now the worst offender; its Banana puree taking the ‘sugar crown’, with 19.5g per 100g, from Annabel Karmel’s now discontinued Apple, Blueberry and Banana at 17.3g.
- Nearly a quarter of products examined contained up to two thirds of an adult’s recommended maximum daily of free sugars. Neither the World Health Organization (WHO) nor the UK’s Scientific Advisory Committee on Nutrition (SACN) cite a guideline limit for babies, simply stressing that as little should be consumed as possible.
- The sector remains wedded to disingenuous language, said the BDA, highlighting the presence of only “naturally occurring sugars” or the absence of “added sugars”, with others making opaque claims of products being “nutritionist approved”. High-sugar products adopt ‘halo labelling’ principles, focusing on their status as ‘organic’, ‘high in fibre’ or ‘containing 1 of your 5 a day’, misleading parents into thinking they are making healthy choices for their children. Kiddylicious offers a “bedtime blend”, suggesting a product with 13g sugar per portion is appropriate before sleep.
- Nearly three-quarters of the products examined exceeded the 5g of sugar per 100ml threshold set for the sugar levy applied to drinks. Dentists stress expansion of fiscal measures would likely have favourable outcomes in terms of encouraging reformulation.
- Eating straight from the pouch. Since the withdrawal of Annabel Karmel from the UK market, the BDA has not been able to identify any manufacturers still recommending babies feed straight from the pouch. However, only two brands – Sainsbury’s and Lidl – rule out this out this approach, which adds to the risk of dental disease. Asda specifically states that “eating straight from the pouch can contribute to tooth decay.”
The BDA is launching a petition to the Department of Health to double down in the fight on sugar, with mandatory regulation, and to build on tried and tested policies from both home and abroad. Eddie Couch, the BDA’s Chair, said: “Parents of infants are still being marketed products sugarier than Coke. It shouldn’t take dentists naming and shaming the worst offenders to bring about needed change. Voluntary action has failed. We need government to step up and force industry to do the right thing.”
Dr Nigel Carter, Chief Executive of the Oral Health Foundation, added: “There’s an urgent need for transparency and proper regulation. We can’t rely on companies to do the right thing voluntarily. The government must step in, change the rules, and protect our children’s health.”
The Panorama episode The Truth About Baby Food Pouches is now available to watch on BBC iPlayer: https://www.bbc.co.uk/programmes/m002bl1w. The data is available to download here.