The British Dental Association has urged Government to step up and confront the baby food industry, after the most wide-ranging analysis of the UK baby food pouch market every undertaken has found no improvement in the sugar content.
The professional body has noted that market leader Ella’s Kitchen, Piccolo and Aldi appear to have pre-empted the launch of this damning 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 6 months. While technically a ‘win,’ dentists’ leaders stress these changes do nothing to reduce grotesque levels of sugar or reign in ‘halo labelling’ claims.
The BDA contacted Annabel Karmel, the worst offender from its last review in 2022, and was informed they have withdrawn from the UK market.
Market analysis of 209 products aimed at children aged under 12 months – the largest such exercise ever attempted, and nearly double the BDA’s pioneering 2022 study – found:
- Top brands are actively undermining government guidance on weaning from around 6 months. At the time this research was undertaken market leader Ella’s Kitchen and Piccolo were pushing products to 4-month olds contrary to Government guidelines, simply 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 at the very top of the table. Given there is no evidence of widespread systemic change, it underlines the need for government intervention.
- Over 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, dizzying heights not seen in the 2022 research. Those pouches are without exception fruit-based mixes.
- ‘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 highlighting the presence of only “naturally occurring sugars” or the absence of “added sugars”, with others making opaque claims of products being “nutritionist approved”. All high-sugar products adopt ‘halo labelling’ principles, focusing on 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 offer a “bedtime blend” suggesting a product with 13g sugar per portion is appropriate before sleep.
- Nearly 3/4 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 state that ‘eating straight from the pouch can contribute to tooth decay.’
The BDA are 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.
BDA Chair Eddie Crouch 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.”
Full data is available to download here…
THE WORST OFFENDERS:
Ella’s Kitchen – Banana Puree https://www.ellaskitchen.co.uk/shop/bananas-baby-puree
With the highest sugar by volume, Ella’s Kitchen takes the sugar crown from past holders Annabel Karmel, who have now discontinued their line of pouches.
Ella’s Kitchen appear to have raced changes to packaging to pre-empt Panorama airing, removing messages that targeted the 4-month year old market, undermining official guidance by citing government advice on weaning from 6 months, but noting that “every baby is different!”
They look set to maintain all the ‘halo labelling’ cliches on ‘no added sugar’, being ‘organic’. The one redeeming feature is pouches offer guidance not to consume the puree straight from the pouch.
For Aisha: Pear & pomegranate https://www.foraisha.com/product/pear-pomegranate-pouch-100g/
A brand that prides itself on exotic flavours – the only pouch on the market featuring pomegranate – takes silver for sugar levels, at 16.4g/100g targeting infants aged 4 months+
Aldi Mamia Organic: Bananas & Apples https://www.aldi.co.uk/product/mamia-apple-bananas-pouch-000000000346206001
The highest amount of sugar in any pouch identified – with a portion size so large for its target 4- month plus market it represents nearly 2/3 of an adult’s RDA of sugar, and the same amount of sugar as half a can of coke.
Piccolo: Pure mango https://www.mylittlepiccolo.com/products/babies/pouches/pure-mango/?srsltid=AfmBOoq0ChT7IjUfbtLJnmyHtdHDhQDwJ2ReiNAKYMdiLaN2PsU8-NNr
Pure mango does exactly what is says on the tin, delivering 15g/100g of sugar to the 4-month+ market, also claiming that ‘every baby is different.