Accompanying Letter to the Secretary of State for Health and Social Care: Growing Up Healthy – Prioritising Nutrition for the Next Generation
Health experts call on the Government to take urgent action to protect babies and young children from unhealthy food, following new research from Leeds University published this week, which revealed “Commercial Baby Foods in Crisis”.[i]
Over 40 leading health and child organisations are urging the Government to take bold and immediate action to protect babies and young children from harmful food and drink products,[ii] as NEW polling reveals 75% of Brits would support a ban on high sugar baby and toddler food.[iii]
The organisations have today written to the Secretary of State for Health and Social Care following the shocking findings of the Leeds University research, featured in the BBC Panorama investigation ‘The Truth About Baby Food Pouches’ (aired 28 April 2025)[iv], which exposed the powerful grip of the food industry on children’s health – and the failure of successive to act.
The coalition warns of a ‘worsening health crisis’ – with government data showing more children shifting from a healthy weight to overweight or obesity between Reception and Year 6 than the reverse, especially in the most deprived areas.[v]
Without urgent action, the Obesity Health Alliance (OHA) raises serious concerns that today’s children could grow up facing worse health outcomes than their parents and is calling for stronger regulation of the commercial baby food sector, including:
● Mandatory limits for sugar in baby and toddler foods*
● End unnecessary follow-on formula milks **
● Clearer, more responsible marketing and labelling***
Parents of babies and toddlers are frequently targeted with marketing for ultra-processed snacks, drinks, and foods that are labelled as “healthy,” even though they’re often high in sugar and low in nutritional value. They’re also exposed to advertising for follow-on and growing-up formula milks that contradict public health recommendations.
Despite recent progress—such as restrictions on junk food advertising on TV before 9pm and online at any time, the forthcoming multibuy promotion ban, and the proposed extension of the Soft Drinks Industry Levy to sugary milk drinks —these measures don’t go far enough. With three-quarters of the country demanding action, the OHA are urging ministers to finally put children’s health above corporate profit and deliver on the promise of creating the healthiest generation of children ever.
Katharine Jenner, Director of the Obesity Health Alliance says; “The evidence is clear: children’s health is being compromised from the very start of life. Given industry has failed to act voluntarily, it’s now time for government intervention to protect the next generation and grant every child a healthier start.
“From the moment they’re born, babies are bombarded with sugary, highly processed foods. It’s fuelling a health crisis that starts in infancy and is almost impossible to undo later in life. Ignoring the issue is no longer an option.”
Notes:
*Mandatory limits for sugar in baby and toddler foods: aligning with the WHO baby foods Nutrient and Promotions Profile Model, i) maximum sugar levels in meals and snacks should be 15% of energy; ii) no products are permitted to include ‘added sugars’ as defined in the NPPM, including the use of fruit juice; iii) front-of-pack indicators are recommended for ready-to-eat fruit and vegetable products or dry cereals exceeding 30% energy from sugar or 40% energy from sugar for dairy foods, iv) confectionery products and flavoured drinks are not permitted to be marketed as suitable to babies under 3 years as detailed in the NPPM.
** End unnecessary follow-on formula milks: Follow-on formula and growing-up and toddler milks are not suitable for babies under 6 months, and you do not need to introduce it after 6 months. Research shows that switching to follow-on formula at 6 months has no benefits for your baby. Your baby can continue to have first infant formula as their main drink until they are 1 year old.
*** Clearer, more responsible marketing and labelling: High sugar warning labels, tougher age-appropriate rules across social media, food packaging, advertising, and instore placement.
[i] Commercial baby foods crisis revealed in Leeds research
[ii] Letter to Secretary of State: Growing Up Healthy – Prioritising Nutrition for the Next Generation
[iii] Public First Poll for ASH
Question: To what extent do you support or oppose the following government actions aimed at reducing health problems associated with the consumption of unhealthy food and drinks?: Banning baby and infant foods that have a high amount of sugar or salt?
Total Support: 75%
Fieldwork: 21st Feb – 5th Mar 2025
Interview Method: Online Survey
Population represented: UK Adults
Sample size: 2010
[iv] Panorama – The Truth about Baby Food Pouches – BBC iPlayer
[v] Changes in BMI category of children between the first and final years of primary school, 2023 to 2024