Health campaigners are calling for a ban on sugary cereal and yogurt packaging designed to appeal to children.
Around half of the high-sugar cereals with packaging visually appealing to kids contain a third of young children’s maximum recommended daily sugar intake in a single bowl, according to new research from Action on Sugar.
Another 65 percent of yogurts with packaging aimed at kids – such as cartoon characters, vibrant colors and animations – also contained a third of a young child’s daily maximum sugar recommendations in one recommended serving.
Products aimed at children from Nestlé, Lidl and Aldi were found to contain the highest sugar levels.
Campaigners warn that child-appealing packaging is making children ‘unhealthy and sick’ and argue the “pester power” marketing tactic should instead be redirected toward healthier food products.
Researchers at Action on Sugar, based at Queen Mary University of London, revealed that both breakfast cereals and yogurts with child-appealing packaging contain unnecessary amounts of sugar.
The pressure group compared for the first time the average amount of sugars per 100g in products with packaging that would appeal to children.
They found some products contain as much as four teaspoons of sugar (16.8 grams) in a single suggested serving – more than half the amount of sugar in a can of Red Bull (27g).
These levels persist despite breakfast cereals and yogurts having celebrated the largest reductions in sugar between 2015 and 2020 (14.9% and 13.5% respectively) as part of the Government’s Sugar Reduction Programme – still shy of the 20 percent target they were meant to achieve.
Just nine of the cereals and six of the yogurt products surveyed with child-appealing packaging were found to be low in sugar, and just four cereals were found to be low in both salt and sugar.
The specialist charity is now calling for the complete removal of packaging that appeals to children from these products which are high or medium-high in sugars, salt and/or saturated fat.
Their research showed nearly half of the cereals surveyed (47 percent) contained more than a third of a four-to-six-year-old’s daily maximum NHS sugar recommendation in a single bowl, based on serving suggestions and excluding milk.
Lidl’s 12 children-aimed cereals were found to contain the highest average sugars per 100g (21g) whilst Nestlé (15 products, 20.0 average) and Aldi (23 products, 19.2 average) lingered not far behind.
Meanwhile, a shocking 65 percent of yogurt products with packing aimed at attracting children were found to contain a third of four-to-six-year-olds recommended maximum daily sugar intake based on a recommended serving.
Nestlé had the highest average sugar content per 100g in yogurts with child-appealing packaging (5 products, 11.3g) closely accompanied again by Lidl (6 products, 10.5g) and Aldi (15 products, 9.9g).
Action on Sugar says packaging that appeals to children often includes the use of cartoon characters and animations, vibrant colors and familiar characters which strongly resonate with young children.
The marketing technique is known as ‘pester power’ and is intentionally designed to attract the attention of children and influence their parents to buy the products.
Whilst there are already restrictions in place to prevent the ‘irresponsible’ advertising of foods high in fat, salt and sugar during peak television viewing times for children, Action on Sugar insists a ‘loophole’ exists when it comes to product packaging.
Unlike advertisements, there are no specific restrictions governing the visual appeal and design of packaging which influence children’s preferences.
But the campaign group argues a potential solution may be found in redirecting visually-captivating packaging toward healthier products currently sold in plainer packaging aimed at adults.
Dr. Kawther Hashem, a registered nutritionist and Campaign Lead at Action on Sugar, says it’s ‘ludicrous’ that cereal and yogurt packaging aimed at children remains unpoliced.
Dr. Hashem said: “Given the soaring numbers of under-18s suffering weight-related health problems and tooth decay being the leading cause of child hospitalization, now is the time for companies to be forced to remove child-appealing packaging from products that are misleading parents and making our children unhealthy and sick.
“It’s ludicrous that whilst breakfast cereals and yogurts celebrate the largest reductions in sugars during the Sugar Reduction Programme, those same products with child-appealing packaging still have excessive amounts of sugars, unsuitable for regular intake by children.”
Zoe Davies, another nutritionist at Action on Sugar, added: “There is no reason why products with high or medium levels of salt or sugar should be marketed as ‘suitable for children’.
“If we are to protect the health of our future generation, then bold action is required now from both government and companies alike and this must include child-friendly packaging only being placed on healthier products.”
Professor Graham MacGregor, of Queen Mary University of London and Chairman of Action on Sugar, added: “Obesity is estimated to cost the UK £58 billion each year, having a huge impact on economic productivity and the NHS.
“Drastic changes are needed to the food system and that includes responsible marketing of food and drink, especially to children.”
Examples of cereals with the highest sugars among:
- Lidl Crownfield Choco Hazelnut Pillows – 28.5g sugars/100g (8.6g sugars / 2 teaspoons per serve)
- Nestlé Lion Caramel & Chocolate Cereal – 25g sugars/100g (7.5g sugars / 2 teaspoons per serve)
- Aldi Harvest Morn Honey Nut Crunchy Cornflakes – 28g sugars/100g (8.5g sugars / 2 teaspoons per serve)
Examples of yogurts with the highest sugars among these companies:
- Nestlé Smarties Vanilla – 14.6g sugars/100g (15.6g sugars / 4 teaspoons sugar per serve)
- Lidl Milbona Fruit Duo Fromage Frais Raspberry & Vanilla – 12.5g sugars/100g (12.5g sugars / 3 teaspoons sugar per serve)
- Aldi Brooklea Double Delights Raspberry & Vanilla Fromage Frais– 11.8g sugars/100g (10.1g sugars / 2.5 teaspoons sugar per serve)
Cereals with child-appealing packaging containing low sugars and salt:
- Nestle Bitesize Shredded Wheat
- Tesco Super Smooth Porridge
- Troo Happy Porridge with Flaxseed Omega 3s and Uplifting Cinnamon
- Troo Energise Porridge with Chocolate & Maca
Yogurts with child-appealing packaging containing low sugars:
- Asda Lactose Free Banana / Strawberry Greek Yogurts
- Asda Little Angels Organic Strawberry / Peach Fromage Frais
- Yoplait Petit Filous Apple, Pear and Banana No Added Sugar
- Yoplait Petit Filous Strawberry and Banana No Added Sugar
Produced in association with SWNS Talker
