Abstract
Objectives
The number, variety and use of commercially available complementary baby foods (CACF) in the UK is increasing. There are growing concerns about the nutritional quality and promotion of these products. We aimed to explore the use of on-pack claims and categorize the nature of promotional claims in CACF.
Methods
We surveyed all CACF available from online UK supermarkets and Amazon in 2020. CACF were classified according to product type (e.g., puree, snack). On-pack promotional claims were recorded and classified as marketing, composition, health (e.g., supports the nervous system) and nutrient claims (e.g., added iron). Claims which encouraged the use of CACF but did not refer to health or nutrient qualities were defined as marketing claims (e.g., 2-of 5-a-day). Claims emphasizing the presence or absence of ingredient/s were defined as composition claims (e.g., low salt). The WHO Nutrient Profile Model draft for infants and young children and the European Union regulation on Health and Nutrition claims informed the classification.
Results
A total of 6265 claims were identified in 724 surveyed products. Marketing (99%,720) and composition claims (98%,713) were found on almost all CACF, compared with nutrient (35%,254) and health claims (6%,41). The median (Q1, Q3) number of total claims per product was 9 (7,10), marketing claims 5 (3,6) composition 3 (2,4), nutrient 0 (0,1) and 0 (0,0) health. The main marketing claims were texture related (e.g., super smooth, chunky bits) on 83% of the products (602) and taste related (e.g., flavours for tiny taste buds, first tastes) on 70% (506) of products. Claims mentioning fruit and veg (e.g., hidden veggies, perfect fruit & veg snack) were used on 42% of the products (307). The main composition claims were organic (62%,452), nothing artificial (58%, 426) and no added sugar (58%, 422). Baby led weaning claims (BLW) (e.g., encourages self-feeding, ideal finger food) were found on 72% of snacks. Snacks had significantly higher (P < 0.01) number of BLW claims (99%, 209), compared to the rest of products with BLW claims (i.e., purees, meals, cereals, deserts, sauces, stock cubes, dry ingredients).
Conclusions
Promotional claims on CACF packaging are extensively used. CACF are promoted using “healthy halo” connotations that might confuse parents. Regulations on their use should be implemented to avoid inappropriate marketing.
Funding Sources
None.