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New parents are being warned to watch out for “misleading” marketing tactics from baby food manufacturers.
Experts say promotional material on product packaging confuses parents and promotes obesity in children.
The formulation is largely unregulated and often implies an indirect health benefit known as the “healthy halo effect.”
Some products described as having a “vegetable flavor” may actually contain higher levels of fruits, which are naturally more sugary.
It is also feared that wording such as “no added sugar” could lead parents to falsely believe that items are completely sugar-free.
Researchers at the University of Glasgow analyzed 724 baby foods - intended for infants up to 12 months - sold by Aldi, Amazon, Asda, Lidl, Tesco, Sainsbury's, Waitrose and Morrisons.
The UK baby food market is booming, growing at 2.5 percent annually, with the market expected to reach £1 billion by 2024.
But experts say the lack of any legally binding regulations on the composition and advertising of manufactured baby food means the market is “something of a free-for-all”.
The survey, published in the Archives of Childhood Illnesses, found that baby food products sold in the UK had a total of 6,265 claims, with an average of nine per product. Some carried up to 17.
A survey of baby formulas sold in the UK found a number of worrying trends in the way they are advertised, leading the authors to say new parents are faced with value for money issues
The main composition claim was “organic”, the nutritional claim was mainly about “no added sugar” or “less” sugar, and the most common health claim was about the role of iron in supporting normal cognitive development.
More than half of the articles referred to nutritional benefits, with nearly 60 percent containing claims of “no added sugar” or “less” sugar and/or salt.
Claims of baby-led weaning, where babies are given food rather than spoon-fed, were found on 72 percent of baby snacks, such as bars, which the authors called "questionable."
The researchers said encouraging snacking habits as a way to help babies eat for themselves has the potential to promote overeating and obesity later in life.
Overall, they argued that the widespread use of unregulated claims on manufactured baby foods is a cause for concern.
They specifically highlighted the use of the term “vegetable flavor” for some products that were actually a combination of fruits and vegetables with a predominantly sweet flavor.
The lead author of the study, Dr. Ada Garcia, said influencing eating habits at a young age could have long-term consequences for babies' health.
"Because food preferences are formed early in life and infants have an innate preference for sweet and salty foods, promoting sweet baby foods high in sugar could be detrimental," she said.
She said the findings suggest more should be done to regulate claims on packaging, which could mislead parents vulnerable to such suggestions as they try to give their baby a good start in life.
“Claims on packaging are commonly used, which could mislead parents,” she said.
“The unrestricted use of on-pack messages and health claims calls for policymakers and stakeholders to update policies, laws and guidelines to protect this vulnerable population so that infant feeding recommendations are not undermined.”
The government is planning new restrictions on junk food advertising from April this year in a bid to tackle childhood obesity
These measures also include banning junk food advertising online and on television before 9 p.m.
Obesity is a growing problem, with up to a third of young people in both the UK and US considered overweight.
WHAT SHOULD A BALANCED DIET LOOK LIKE?
According to the NHS, meals should be based on potatoes, bread, rice, pasta or other starchy carbohydrates, ideally whole grains
• Eat at least 5 portions of a variety of fruits and vegetables every day. All fresh, frozen, dried and canned fruits and vegetables count
• Basic meals based on potatoes, bread, rice, pasta or other starchy carbohydrates, ideally whole grains
• 30 grams of fiber per day: This is equivalent to eating all of the following: 5 servings of fruits and vegetables, 2 whole-wheat biscuits, 2 thick slices of whole-wheat bread, and a large baked potato with skin on
• Have some dairy products or milk alternatives (like soy drinks) and choose options with less fat and less sugar
• Eat some beans, legumes, fish, eggs, meat and other proteins (including 2 servings of fish per week, one of which should be oily)
• Choose unsaturated oils and spreads and consume them in small quantities
• Drink 6-8 cups/glasses of water daily
• Adults should consume less than 6g of salt and 20g of saturated fat per day for women or 30g for men
Source: NHS Eatwell Guide