Nestlé unveils toddler multivitamins, backs WHO’s formula marketing code

26 Jun 2020 --- Nestlé is focalizing early childhood nutrition with the launch of gummy multivitamins for children aged two and above. The product is backed by the largest US dietary intake study that examines what and how infants and toddlers eat. The multinational is also supporting the marketing restrictions for breast milk substitutes (BMS) detailed in the Call to Action published by the World Health Organization (WHO), the UN Children’s Fund (UNICEF) and other civil society organizations.

Nestlé brand Gerber’s Grow Might and Lil’ Brainies multivitamins are touted as providing essential nutrients at appropriate levels to help kids get what they need. The formulations are based on findings from the 2016 Nestlé Feeding Infants & Toddlers Study (FITS), which examined infants’ and toddlers’s daily diets. 

The research revealed that many toddlers and preschoolers are non’t eating a well-balanced diet made up of foods from each food group, with over a quarter not eating a single serving of vegetables on a given day. Additionally, as children are exposed to a wider range of foods, they often begin to consume a diet lacking in certain key nutrients.

“Gerber Gummy Multivitamins were developed by food scientists and Registered Dietitians and based on nearly 20 years of dietary research among young children, to help fill common nutritional gaps. Created with the right amounts of vitamins D, E and choline – critical vitamins that many children lack – our gummy multivitamins can help round out little ones’ diets to ensure they get off to the right start,” says Dr. Erin Quann, Registered Dietitian and Head of Medical Affairs at Gerber and Nestlé Nutrition. 

Gerber's multivitamins are based on the findings of FITS.Addressing a general lack of fish consumption, Lil’ Brainies are formulated with Omega Tri-Blend from chia seed oil, plant-based DHA and choline to help children get these nutrients during the important stage of exploration and early learning. Meanwhile, Grow Mighty Complete Multivitamins contain key nutrients for immune, bone and eye health, as well as brain development, giving children a complete range of vitamins for healthy growth. 

Innova Market Insights recently revealed that prepared food is the leading category for growth in infant nutrition NPD as adult themes such as free-from and superfood positionings become increasingly important in post-weaning categories. Indeed, Nestlé’s gummies are free from peanuts, dairy, gelatin, and artificial flavors and colors. 

In April, a NutritionInsight roundtable with industry experts highlighted that much of the children’s nutrition category lacks regulation, which is creating some major gaps in the market that allow for the entry of poor-quality supplements. Nonetheless, industry can play a significant role in making sure children live healthier lives, both in developed and developing countries, although a united approach is needed.

Responsible BMS marketing
In other moves for early childhood health, the Call to Action asks BMS manufacturers to take steps toward full implementation of the WHO International Code of Marketing of Breast Milk Substitutes (Code). 

“We share the common goal of working together to ensure breastfeeding and optimal nutrition for all mothers, infants and young children worldwide. We also share the Call to Action’s ambition of full Code compliance by industry and the implementation of the Code globally by 2030. We are reviewing the Call to Action and will publish our response soon,” says Nestlé.

The Call to Action asks manufacturers in the BMS space to publicly commit to full compliance with the Code globally and to disclose a concrete plan for achieving this goal by 2030 at the latest, with delineation of clear incremental steps. 

Other requested actions include either adopting Code-aligned BMS marketing policies or ensuring that an existing policy is Code-aligned. Manufacturers are also asked to commit to supporting the adoption and implementation of national legislation fully compliant with the Code, and to provide information on company policy and practices to the Access to Nutrition Initiative (ATNI) as requested. The Call to Action asks manufacturers in the BMS space to publicly commit to full compliance with the Code globally.

Nestlé states that over the years, it has taken significant steps to strengthen its breast milk substitutes marketing practices and will continue to do so. “The Call to Action recognizes that a level playing field for all companies is essential. In the absence of legislation, achieving such a level playing field will require everyone to work together, including us.”

Last month, a report from WHO and UNICEF called for legal measures to prohibit the promotion of BMS to health workers and in health facilities. The organizations also noted that COVID-19 is leaving an opening for the BMS industry to “capitalize on the crisis.” Earlier this week, WHO revealed that COVID-19 in infants and children represents a much lower threat to survival and health than other infections that breastfeeding protects against. 

Edited by Katherine Durrell