Victorian parents and caregivers are being misled by a “health halo” on packaged infant and toddler foods, influencing their ability to purchase healthy options for their children.
The poor nutritional profile of many packaged infant and toddler foods can undermine children’s long-term eating habits and health, which can increase their risk of at least 13 types of cancer.
Research led by our Centre for Behavioural Research in Cancer (CBRC) to support the advocacy work of Food for Health Alliance (FHA)*, led by Cancer Council Victoria, is helping to drive change.
An audit led by CBRC researcher Maree Scully found that out of 330 products on supermarket shelves, fewer than one in three met World Health Organization nutritional standards.
Claims like “made with real fruit” and “no artificial colours” give the impression of being healthy, but many of these products were high in sugar and nearly a third contained added sugars.
Maree Scully and Prof. Helen Dixon reading misleading health claims
Further behavioural research led by CBRC’s Professor Helen Dixon and funded by VicHealth2, showed how powerfully this marketing shapes parents’ choices. When sugary toddler snacks make claims like “free from additives”, parents think these products are healthier and more suitable to feed their young children, boosting their intentions to buy them.
With the problems clearly exposed, our CBRC researchers led a series of studies testing front-of-pack sugar warning labels designed to cut through marketing noise. This research, supported by the Medical Research Future Fund3, found a simple teaspoon-style warning helped parents better understand sugar content, prompting them to choose healthier options, regardless of what other claims appeared on the pack.
This comprehensive research by CBRC – spanning nine studies overall – has helped build a compelling case for national action. FHA is recommending that the government introduce mandatory nutrient standards; prohibit all health, nutrition and marketing claims; and improve labelling for infant and toddler foods.
As the FHA continues its advocacy efforts, our CBRC evidence is directly informing discussions on how best to protect young children and give them the healthiest possible start to life.
References:
1. VicHealth Impact Research Grant (OPP-25175).
2. MRFF Maternal Health and Healthy Lifestyles, Medical Research Future Fund (MRFF: 2022166).