Researchers from the University of Glasgow have highlighted how on-pack promotional claims for baby food may mislead parents to believe that products are healthier than they actually are. With calls for tighter regulations around what claims manufacturers can make on packaging, how can you make sure your products stand up to the scrutiny?
On-pack promotional claims are extensive
The study in question examined over 700 baby food products from a range of supermarkets and found that on average, there was an astonishing nine promotional claims per pack, with some products containing up to 17 claims [1]. Almost all of the products contained marketing claims, mainly around texture or taste, as well as composition claims such as ‘organic’. Fewer contained nutrient based claims, and the ones that did were predominantly highlighting that there was ‘no added’ or ‘less’ sugar.
Health-halos are misleading
The researchers highlight that the volume of claims made on the packaging of baby foods – which at present are largely unregulated – imply indirect health benefits and create an effect known as a ‘health halo’, which may confuse and mislead consumers. An example of this is claiming that the product has a ‘vegetable taste’, suggesting that the food is made from vegetables, when it may include other ingredients.
The issues raised in the present research have been highlighted by the World Health Organisation (WHO), who previously called for the establishment of standards for the promotion of baby foods, to ensure that they support expert recommendations on infant feeding [2]. With new legislation passed by the UK government restricting the promotion of products high in fat, salt or sugar, it appears increasingly likely that the suggested regulations for promotional claims made on baby food may also become a reality.
Standing out in a growing market
With the study in question highlighting that the UK market for baby foods is set to soar to £1 billion by 2024, the potential restrictions on promotional claims may present challenges for businesses hoping to grow within the already overcrowded sector. However, the research did highlight an area of on-pack messaging which appears to remain relatively untapped. This was that while 99% of baby food products carried marketing claims, only 6% carried actual health claims.
Health claims are statements about the positive effect that a product can have on health, and can only be used on pack if they have been authorised [3]. Despite there being approved health claims available such as ‘contributes to the normal growth of children’, they appear to remain underutilised by manufacturers. Given that approved health claims are based on scientific evidence, it’s unlikely that any new restrictions placed on promotional claims would impact their use on packaging, making them both a stand-out and safe option for manufacturers moving forwards in this market.
Add a little, gain a lot
In order to make an approved health claim on pack, the product must contain a source of the nutrient relating to the claim. For example, if a product contains a source of iodine, then ‘contributes to the normal growth of children’ can be used on pack. A natural and cost effective way of adding iodine to food products is through the use of PureSea® ingredients, with only 100mg needed per serving to provide a good source of iodine and make a health claim. Inclusion of PureSea® ingredients within a product allows for the use of six EU approved health claims, surrounding supporting normal:
- Growth of children
- Cognitive function
- Thyroid function
- Skin health
- Energy-yielding metabolism
- Functioning of the nervous system
The need for seaweed
When it comes to adding a source of iodine to products in order to make health claims aimed at children, the only viable natural and plant-based source is seaweed. PureSea® seaweed ingredients are measured every batch for iodine levels and have evidenced safe and consistent levels over many years of production.
What’s more, incorporating PureSea® ingredients into food products can provide additional advantages including salt reduction through flavour enhancement, and health perception, with the addition of seaweed within a product shown to increase the purchase intention of customers [4]. PureSea® is available in a range of formats, allowing ease of use in a wide variety of applications. Click here to view the full range, or contact us.
[1] Garcia, A.L., Menon, R. and Parrett, A. (2022) Extensive use of on-pack promotional claims on commercial baby foods in the UK. Archives of Disease in Childhood.
[2] World Health Organisation (2017) Guidance on ending the inappropriate promotion of foods for infants and young children.
[3] Department of Health & Social Care (2021) Nutrition and health claims: guidance to compliance with regulation.
[4] Wageningen University & Research (2018) Innovative consumers more willing to buy foodstuffs containing seaweed.