Action on Sugar calls for removal of child-targeted packaging on sugary cereals and yoghurts.
- Research shows high sugar content in nearly half of cereals and most yoghurts targeting kids.
- Lidl, Aldi, and Nestle cereals feature highest sugar levels with child-friendly designs.
- Child-friendly packaging misleads parents amidst health issues in children.
- Nestle claims significant reforms in sugar reduction across their product range.
The health advocacy group Action on Sugar has urged that packaging appealing to children should be removed from breakfast cereals and yoghurts with high sugar content. This call is particularly aimed at products categorised as high or medium in sugars, salt, or saturated fat, according to guidelines from the Department for Health. The move highlights the ongoing debate over marketing practices that attract young consumers to unhealthy products.
According to research conducted by Action on Sugar at Queen Mary University of London, 47% of cereals and 65% of yoghurts surveyed contain a third of the maximum recommended sugar intake for children aged four to six per 100g. Notably, products from Lidl, Aldi, and Nestle were found to have the highest average sugar contents, with their packaging using colourful and animated designs to attract children. This stands in stark contrast to healthier options typically marketed towards adults in more subdued packaging.
Dr Kawther Hashem, leading the campaign at Action on Sugar, expressed that despite the progress made during the Sugar Reduction Programme, products with packaging that appeals to children still possess high sugar levels, which are inappropriate for frequent consumption by children. Dr Hashem emphasised the urgent need for companies to eliminate such packaging, as it plays a role in rising childhood obesity rates and tooth decay, which are significant health concerns.
In response, a Nestle representative stated that since 2003, they have embarked on extensive reformulation efforts, resulting in 84% of their cereal products being classified as non-HFSS under the UK’s nutrient profiling model. Similarly, their yogurt products have seen a 20% reduction in sugar content. Aldi also reaffirmed its commitment to reducing sugar in key areas contributing to children’s sugar intake, in its efforts to combat childhood obesity.
Earlier assessments by food experts have criticised UK supermarkets for not adequately addressing sugar levels in their products and, by extension, indirectly promoting excessive sugar consumption. The call to action by Action on Sugar seeks to address these concerns by pushing for stricter regulations on child-targeted packaging, aiming to give parents clearer choices regarding healthier options for their children.
The initiative by Action on Sugar underscores the critical need for the food industry to reassess how products are marketed to children.
