Confusing health and nutrition claims in food marketing to children

Researchers at University of Glasgow investigated how nutritious children’s products with health and nutrition claims are. The research was carried across a variety of UK food retailers with 332 products, such as breakfast cereals, fruit snack, fruit-based drinks, dairy products and ready meals being sampled.

Key findings include:

  • 41.6% of products claimed to contain 1 of 5-a-day, yet 75.4% of products carrying this claim were made up of less than 80g of fruit and vegetables.
  • Sugar content (mean per 100g) of fruit snacks (48.4g), cereal bars (28.9g) and cereals (22.9g) was high.
  • Serving size for 94.6% of fruit-based beverages exceeded the recommended 150ml of fruit juice daily.
  • 41% of products were classified as ‘less healthy’ by the Ofcom Nutrient Profiling Model (NPM) used.
  • Health and nutrition claims were often found to be confusing.

For more information for how to read and understand food labels and for healthy snack ideas check out our START campaign.

Posted: 10/04/2019 10:42:56 by Joanna Gallagher
Filed under: Children, Fruit, Health, Labelling, Nutrition, Sugar, Vegetables


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