Controversial Demands: Should Child-Friendly Packaging on High Sugar Foods Be Banned?

Campaign group Action on Sugar has flagged a significant issue with the packaging of high and medium sugar food items. The group argues that there is an obvious loophole in the existing regulations, allowing brands to attract children towards these products.

The organization has identified numerous instances where cereals and yogurts contain excessive amounts of sugar while employing packaging strategies that specifically appeal to children, such as the use of cartoons, characters, and vibrant colors.

Action on Sugar argues that brands and retailers might be intentionally using appealing packaging to entice kids to request these high and medium sugar food products. Therefore, they are advocating for the complete elimination of such packaging on these products and suggest using it instead for promoting healthier alternatives.

Regulations are already in effect to prevent the advertising of high fat, sugar, and salt (HFSS) foods targeting children. According to the Committee of Advertising Practice (CAP) code, advertisements for HFSS products should not be specifically aimed at individuals under the age of 16 through the choice of media or the circumstances in which they are displayed.

By 2025, a new law will be implemented to prohibit the promotion of HFSS foods on television before 9pm and impose restrictions on paid online advertisements. The primary objective is to curtail excessive consumption of these products among children. Additionally, regulations will be enforced regarding the placement of HFSS items within stores, alongside upcoming rules regarding promotions related to these goods.

Action on Sugar claims that a clear loophole exists as there are no corresponding regulations for sugary products targeting children with attractive packaging. Over the course of four years, from 2016 to 2020, the government implemented a sugar reduction initiative that required the food industry to decrease sugar content in the most commonly consumed children's food by 20%.

According to Action on Sugar, breakfast cereal and yogurt brands claimed to have reduced sugar content between 2015 and 2020, but the actual reductions of 14.9% and 13.5% respectively fall short of the 20% target set. In a study conducted by the campaign group, it was found that nearly half (47%) of cereals targeted towards children contain one third of a four- to six-year-old's daily maximum sugar intake recommendation (equivalent to five teaspoons) in a single bowl.

Companies’ average sugars content per 100g in cereals with child-appealing packaging

Among the brands and retailers surveyed, Lidl had the highest average sugar content in its cereals that targeted children with attractive packaging. On average, Lidl's cereals contained 21g of sugar per 100g. Following closely behind was Nestlé, with 20g of sugar per 100g, and Aldi, with 19.2g of sugar per 100g.

*With five or more products surveyed. Source: Action on Sugar

65% of yogurts marketed towards children have been found to contain one-third of the recommended daily maximum sugar intake for four- to six-year-olds in just one serving. Nestlé, Lidl, and Aldi are the top culprits in this category once again, with high levels of salt and sugar in their products marketed as "suitable for children," according to nutritionist Zoe Davies from Action on Sugar.

To safeguard the well-being of our future generation, immediate action is essential from both the government and companies. This action must involve the exclusive use of child-friendly packaging for healthier products.