Commercial Baby Foods In Crisis: Addressing Health, Marketing and Inequalities in the UK
New research at the University of Leeds has exposed major concerns in the baby food industry, revealing that many products fail to meet essential nutritional recommendations.
The study evaluated 632 UK commercial baby food products, uncovering widespread excess sugar levels and misleading marketing claims that make products appear healthier than they truly are.
In addition to product evaluation, researchers conducted a nationally representative survey to understand how parents use commercial baby and toddler foods and their perceptions of marketing tactics.
The findings also highlight how parents struggle to navigate the baby food aisle, as misleading marketing obscures poor nutrition.
Dr Diane Threapleton, who led the research with Ali Morpeth and Professor Janet Cade, emphasised the need for better standards, stating: “Baby foods could and should be better. Many families rely on commercial products and deserve to be able to easily choose healthy options. Products should also be marketed transparently so simple household foods or home-made meals are not undermined by the health-halo that surrounds commercial baby foods.”
The research team and non-profit organisations across the early years sector believe that stronger regulations are essential to ensuring accountability and transparency in the industry.
The research provides a critical tool for policymakers, enabling them to challenge industry practices and advocate for evidence-based regulations that protect infant health.
By exposing nutritional and promotional gaps, the WHO NPPM, used in this study, offers a powerful framework for assessing baby food quality and promoting healthier early diets.
The report includes recommendations for policymakers, retailers, and manufacturers, with the research team calling for sector-wide momentum to prioritise children’s health.
In addition, to help parents make informed choices NOW, the research team have also provided a parent information sheet with practical tips for selecting higher quality foods.
