New UK guidelines on healthier baby food look to tackle childhood obesity

The UK has released new guidelines for baby food manufacturers to reduce sugar and salt in their commercial products for children up to 36 months old, as well as clearer labeling aimed at making shopping easier for parents and to help them make informed choices about what they feed their children.

The government will give baby food manufacturers 18 months to reformulate their products to comply with the new guidelines. Brands are challenged to reduce salt and sugar levels without the use of sweeteners, which are not permitted in commercial baby food.

The new initiative forms part of the UK’s 10 Year Plan, which includes a range of preventative measures for children’s well-being, including more frequent healthcare visits, better-quality early childhood developmental checks, and a drive to tackle unhealthy food ads targeting children.

“Too often, parents are bombarded with confusing labels, disguising unhealthy foods packed with hidden sugars and salt,” he stresses. “From working with influencers to get children exercising to banning junk food ads near schools — our 10 Year Health Plan will help kids today be part of the healthiest generation of children ever.”

A government statement reads: “For too long, it’s been difficult for parents to work out what is healthy and what’s not because of confusing labeling.” The new guidelines are intended to “put an end to the burden being on parents to sift through different products to choose the healthier ones.”

Addressing misleading labeling

The guidelines also address misleading labeling that conflicts with official feeding advice. For instance, some products labeled as snacks for babies from seven months contradict government recommendations that children aged six to 12 months do not need snacks between meals, only milk.

Manufacturers have received instructions to stop using misleading marketing claims, such as “contains no nasties,” on products that may be high in sugar.

Manufacturers have also received instructions to stop using misleading marketing claims, such as “contains no nasties,” on products that may be high in sugar.

Data from the National Diet and Nutrition Survey published in June shows that more than two-thirds of children aged 18 months to three years are consuming too much sugar. Meanwhile, over a fifth of children aged four to five years in England are overweight or living with obesity. 

The Plan for Change also includes an extra £57 million for Start for Life services, which help expectant and new mothers, and expanded school-based nurseries and free breakfast clubs.

The weight of obesity

Obesity costs the NHS £11.4 billion (US$15 billion) a year and is a root cause of diabetes, heart disease, and cancer, according to government statistics.

The data reveal that since the 1990s, obesity rates have doubled, including among children. High sugar intake in children’s diets is a significant factor contributing to the UK’s high rates of childhood obesity, which are among the highest in Western Europe.

Public Health Minister Ashley Dalton stresses that poor diets that harm babies’ development are piling up pressure on the NHS. 

Responses from industry and healthcare

Industry experts and nutritionists have welcomed the guidelines. Charlotte Stirling-Reed, The Baby & Child Nutritionist, believes the update will give brands a “solid framework.”

“Feeding babies shouldn’t be a guessing game,” she underscores. “As a child nutritionist, I’ve long called for clearer, evidence-based guidelines around the nutritional quality of commercial baby foods — and I’m genuinely encouraged to see these new government plans taking shape.”

Dr. Vicky Sibson, Director of First Steps Nutrition, welcomes the government’s plans to evaluate industry compliance in 18 months and supports their commitment to taking “further measures” in the event that this voluntary measure fails.

“These voluntary guidelines are a first step toward clamping down on the longstanding and widespread poor practices of the baby food industry.”

Maxine Palmer, Head of Service Development at the National Childbirth Trust, states, “Every parent should be able to make informed decisions about what they feed their baby, free from commercial influence and often misleading labelling.” 

Dr. Hannah Brisden, head of policy and advocacy at the Food Foundation, notes that the announcement highlights the need to protect families from “aggressive marketing” and end misleading claims on sugary products. 

“Our research found up to 43 claims on a single baby snack, despite many being high in sugar,” she highlights.

Declan O’Brien, director general of the British Specialist Nutrition Association (BSNA), adds that BSNA members are “always working to improve their products, having carried out significant reformulation in recent years, including reducing sugar and increasing vegetable content.”

Additional government initiatives

Other government health initiatives include a partnership with food retailers and manufacturers to set a new healthy food standard, aiming to make the average shopping basket healthier.

The initiative projects that if everyone who is overweight reduced their calorie intake by around 200 calories a day — the equivalent of a bottle of soda — obesity would be halved.

The UK government has also partnered with fitness coach Joe Wicks to launch a new animated series, Activate, on YouTube to get children active.

Starting in January of next year, advertisements for less healthy products will be banned from TV before 9 pm and at any time online. Local authorities have also been given more power to ban fast food shops from setting up near schools.