UK baby food pouches criticized for high sugar and poor nutritional value

A BBC Panorama investigation has called out top baby food brands for being nutritionally poor in the UK. New University of Leeds research warns the market is awash with low-quality products that are masked by misleading names and on-pack messaging. They call for stronger regulation to protect baby health. 

Nutrition Insight speaks to companies that came under fire in the probe, whose products were found to contain high sugar, low iron, or lost vitamin C in the manufacturing process. Ella’s Kitchen, Heinz, Lidl, Little Freddie, and Piccolo tell us their products are meant to complement a weaning diet, not a sole source of nutrition. 

Moreover, they stress that pureeing fruits and vegetables releases natural sugars, similar to when parents make fruit purees at home. In a shared statement, Piccolo “strongly refutes” that its products lack nutritional value while noting the program only tested two of its products. Aldi did not respond to our questions.

The Leeds report on commercial baby food assessed 632 products marketed to toddlers and infants under three years, beginning in 2018. The researchers examined on-pack data and views of 1,000 parents through a survey. They analyzed the products based on the WHO standards Europe Nutrient Profile Model.

“Babies and toddlers are in a period of rapid and important growth, and good nutrition is needed to support their development. It is therefore critical that commercial products are nutritious options, not laden with sugar,” comments Dr. Diane Threapleton, senior research fellow at the University of Leeds. 

“Voluntary guidelines are often ineffective, and so regulation is needed to make sure that change happens. With around 1.7 million children between six and 36 months in the UK, ‘baby food’ is a massive market. Widespread availability of inappropriate products with poor nutritional quality will negatively impact child growth and development.”

Report findings 

Professor Janet Cade, School of Food Science and Nutrition at Leeds, Ali Morpeth, registered public health nutritionist, and Threapleton’s research was featured in the BBC’s Panorama investigation. 

The BBC also revealed laboratory-commissioned testing of Ella’s Kitchen, Heinz, Piccolo, Little Freddie, Aldi, and Lidl baby pouches. Some of the eighteen contained low vitamin C and iron, and some products contained sugar levels higher than a one-year-old should have in a day.

A BBC Panorama investigation found UK baby food pouches, like Heinz and Ella’s Kitchen, are high in sugar and lack essential nutrients.The reporting showed concerns from parents that they were misled into thinking products were savory when they were actually sweetened.

Leeds research revealed over half of the snack products contain added sugars, and 41% of main meals were too sweet and had high sugar levels.

The researchers say that 89% of fruit-based purees should carry a “high sugar” warning label according to international recommendations since they are high in free sugars, released during the pureeing process.

Additionally, 21% of ready-to-eat fruit products, cereals, and meals were too watery and had inadequate nutrition, the report reveals.

The researchers found that 38% of pouches contained spouts. However, half of them did not include a recommendation not to let children drink through the pouch.

According to the study, on-pack messaging frequently concealed inadequate nutrition or promoted the “health halo,” which makes foods seem as though they are healthy or the best options.

Although food pouches should not be babies’ main nutritional source, parents in the survey revealed they rely on commercial baby and toddler foods — 47% use them always or mostly. Leeds research reveals parents were shocked by the lack of limits on sugar levels and by poor regulations. 

Over half (59%) of parents are concerned about high levels of naturally occurring sugars, and 56% said it was difficult to identify healthier products with packet information. 

“Voluntary standards are notoriously ineffective in driving industry change for public health — so we believe the government must set mandatory regulations to improve the market for babies,” urges Morpeth.

“We want manufacturers and retailers to improve the way they formulate and market these products, making the health and nutrition of our youngest children their top priority. We also believe the government should be stepping in with regulations so that anyone caring for young children can have confidence the products they can access are giving their children the best possible start in life.”

Brands support weaning diet

A spokesperson at Lidl tells us the company did not expect to be singled out, with one of the smallest baby food ranges on the market, aligning with industry norms.

Leeds research revealed over half of baby food snacks contain added sugars, with many meals too sweet for toddlers. “At Lidl, the safety, quality, and transparency of our baby food products are top priorities. All our pouches meet UK and EU safety and nutritional regulations, and we always look to align where guidance is available. Our products are all organic and are therefore free from artificial additives, contain no added sugar or salt, and are clearly labeled to support informed choices.”

“In alignment with National Health Service (NHS) guidance, these products are intended as part of a varied weaning diet, not a sole source of nutrition. Our packaging is designed for safe, hygienic use, and on-pack feeding advice — including squeezing contents onto a spoon — also follows NHS recommendations. We are committed to providing high-quality, affordable options for families and welcome the introduction of clear, evidence-based government guidance to ensure consistency across the sector.”

A spokesperson at Little Freddie states that the brand takes nutrition seriously to evolve and improve recipes and products, “working closely with a pediatric dietician to provide the highest quality options in the baby aisle. Our pouches are designed for children six months and older, serving as a complementary food source that helps parents introduce new flavors during the weaning process.”

According to a Kraft Heinz representative, the company offers high-quality products based on nutrition science, satisfy the nutrient needs unique to this stage of life, and comply with strict UK and EU regulations. “Our convenient, resealable pouches, made from natural ingredients with no added sugars, should be used as a complementary part of a varied weaning diet (6+ months) and are designed to be squeezed into a bowl or straight onto a spoon — as communicated on the pack.”

Natural sugars in puree

A spokesperson for Ella’s Kitchen says the brand goes above and beyond all legal requirements and works with nutritionists and child development experts to ensure safety, texture, and nutrition for growth.

Experts urge stronger regulations, as voluntary guidelines have failed to improve the nutritional quality of baby food.“For our weaning pouches, we take the whole fruit and vegetables and gently puree them to create a smooth texture, which is necessary to reduce the risk of choking. While this releases natural free sugars, the sugar content of our products is exactly the same as if you pureed the ingredients yourself at home. We never add sugar, additives, or artificial flavorings to any of our products.”

“We trust parents and carers to understand that fruit and vegetables — especially when pureed — contain natural sugars but are also sources of fiber, vitamins, and essential nutrients. Comparing pureed fruit and vegetables to nutritionally empty products like fizzy drinks is misleading and only serves to alarm parents, potentially leading them to restrict fruit at a time when little ones should be eating more, not less.”

The spokesperson adds that it is committed to driving change across the whole category. “To that end, our continuous program of reformulation and nutritional improvement has already seen us reduce sugar across our whole range by 20% between 2016 and 2019, followed by a further 13% reduction in our best-selling range in 2023.”

“This year, we also announced changes to our age of weaning guidance in line with trusted UK advice, alongside a dedicated project that will see us not only further reduce sugar content but also introduce a greater variety of vegetables and a wider range of textures into our products,” adds the spokesperson.

Piccolo states that its “no added sugar” is accurate and legally regulated, as any sugar present is from fruits and vegetables.

Nutrient degradation

Piccolo says it acknowledges that vitamin C can degrade during pasteurization, which is why it naturally boosts the vitamin with acerola cherry. It believes a more accurate review would include its Stage 1 100 g fruit pouches that deliver at least 15% of the recommended vitamin C intake.

But its product Pure Mango was singled out despite offering other nutrients like fiber, underlines the brand. It states it is working on supply chain control to further minimize nutrient loss and ensure safety. It adds that its Butternut Squash Mac & Cheese was also singled out for being low in iron, while it was not designed to be a source of iron but of protein, fiber, and a serving of vegetables. Its Stage 2 products are formulated to be a source of iron.

Meanwhile, Piccolo says it will update labeling across its products to read “from around six months” in line with the NHS/WHO guidance by the end of the year, which it already begun doing before the Panorama program.