Baby food pouches from six of the UK’s leading brands are failing to meet essential nutritional needs for infants, according to a BBC Panorama investigation.
High Sugar Content and Misleading Labels
The investigation highlighted that some fruit-based pouches contained up to four teaspoons of “free sugars,” which are naturally released when fruits are blended — even without added sugar.
Alarmingly, nearly all the vitamin C in one fruit pouch tested had been lost during manufacturing, undermining its perceived nutritional value.
Dr. Alison Tedstone, former chief government nutritionist, said, “You think as a parent it is a healthy product, and it just isn’t.” She called the labeling and nutritional claims “misleading.”
Dental and Developmental Concerns
Dental professionals expressed concern over the use of plastic spouts for feeding, which can lead to tooth decay in babies.
Eddie Crouch, Chair of the British Dental Association, said some pouches are “more sugary than Coke,” and that voluntary industry measures have failed. He called for stronger government intervention.
“It’s not all down to these pouches,” he added, “but clearly, their regular use can contribute to serious dental and health problems.”
Marketing Under Scrutiny
Experts criticized brands for using so-called “halo marketing” — healthy-sounding language that misleads parents.
- Ella’s Kitchen labels some products as “perfectly balanced for growing babies.”
- Piccolo claims its pouches are “packed with goodness.”
- Little Freddie promotes some as “Good for Brains.”
- Heinz says some of its fruit items are “as nutritionally good as homemade.”
A 2024 global study found that over 200 UK baby and toddler products failed to meet World Health Organization standards due to high sugar, salt, or calorie content.
Brand Responses
Market leader Ella’s Kitchen admitted its pouches should be used in moderation and not as substitutes for homemade meals. The company claimed it would “never, ever” prioritize profit over children’s health.
Lidl expressed support for clearer government guidelines, while Little Freddie said it engages in policy consultations. Piccolo stated it tries to lower sugar levels by blending fruits with vegetables.
Aldi committed to updating its product labels to align with NHS guidance that solid foods should not be introduced before six months of age.
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