A health group has called for breakfast cereals and yogurts with high sugar content to remove packaging that appeals to children. Action on Sugar has warned that these products, which contain up to four teaspoons of sugar per serving, are designed to attract children and exploit their influence on purchasing decisions. The group is urging companies to remove cartoon characters, animations, and vibrant colors from foods that are graded as high or medium for sugar, salt, or saturated fat according to the Department for Health’s nutrition guidelines.
Research conducted by the group at Queen Mary University of London compared cereals and yogurts offered by different companies in the UK. The study revealed that 47% of cereals and 65% of yogurts contained a third of the recommended daily maximum sugar intake for four to six-year-olds, excluding milk. Health officials advise that children in this age range should consume no more than 19g of sugar per day, equivalent to five teaspoons. Surprisingly, the Lidl Crownfield Choco Hazelnut Pillows cereal had 28.5g of sugar per 100g, or 8.6 grams per serving, which is equal to two teaspoons of sugar. Similarly, the Nestlé Smarties Vanilla yogurt contained 14.6g of sugar per 100g, or 15.6g per serving, equivalent to four teaspoons of sugar.
Supermarket chains Lidl and Aldi, as well as Nestlé, were found to have the highest average sugar levels in their cereals and yogurts targeted at children. In contrast, healthier products tended to have more plain packaging aimed at adults. Only nine cereals and six yogurts surveyed were found to have low levels of sugar, and only four cereals were low in both sugar and salt.
Professor Graham MacGregor, chairman of Action on Sugar and professor of cardiovascular medicine at Queen Mary University of London, emphasized the economic and health impact of obesity, stating that it costs the UK £58 billion annually. He specifically called out Nestlé, Lidl, and Aldi for having the highest average sugar levels in their products targeted at children.
Action on Sugar is advocating for drastic changes in the food system, including responsible marketing of food and drinks, especially towards children. While there are restrictions on the advertising of foods high in fat, salt, and sugar during peak TV viewing times for children, there are no specific rules governing the visual appeal and design of packaging that influences children’s preferences. The health group argues that this marketing tactic, known as ‘pester power,’ is intentionally designed to attract children and influence their caregivers’ purchasing decisions.
Lidl took a step in the right direction in 2020 by announcing that it would remove cartoon characters from all its own-brand cereal packaging in Britain. However, overall reductions in sugar levels in breakfast cereals and yogurts between 2015 and 2020 fell short of the Sugar Reduction Programme’s target of 20%.
Dr. Kawther Hashem, campaign lead at Action on Sugar, expressed the need for companies to remove child-appealing packaging from products with excessive amounts of sugar, as these products are unsuitable for regular intake by children. With increasing numbers of children facing weight-related health issues and tooth decay being a leading cause of child hospitalization, Dr. Hashem emphasized the urgency for action to protect children’s health.
Zoe Davies, a nutritionist at Action on Sugar, argued that products with high or medium levels of salt or sugar should not be marketed as “suitable for children.” To safeguard the health of future generations, both the government and companies must take bold action, including placing child-friendly packaging only on healthier products.
In terms of a balanced diet, the NHS recommends basing meals on starchy carbohydrates such as potatoes, bread, rice, or pasta, preferably wholegrain. It advises consuming at least five portions of fruits and vegetables per day, including fresh, frozen, dried, or canned varieties. The recommended daily intake of fiber is 30 grams, which can be achieved through a combination of fruits, vegetables, whole-wheat cereal biscuits, wholemeal bread, and a large baked potato with the skin. Dairy or dairy alternatives should be included, opting for lower-fat and lower-sugar options. A variety of proteins such as beans, pulses, fish, eggs, and meat should also be consumed, with two portions of fish per week, one of which should be oily. Unsaturated oils and spreads should be chosen in small amounts, and individuals should aim to drink 6-8 cups or glasses of water per day. It is advised that adults limit their daily salt intake to less than 6g and their saturated fat intake to 20g (women) or 30g (men). These recommendations are in line with the NHS Eatwell Guide.
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