Nutritionist tips! Most infant and toddler supermarket foods fail WHO guidelines

Ready-made snacks and foods for infants and toddlers available in Australian supermarkets fail labelling and marketing requirements set out by the World Health Organization (WHO).

The study conducted by Monash University study found that less than 23 per cent of food products specifically promoted as "suitable for infants and toddlers" met all nutrient content requirements as outlined by the World Health Organization.  

43 per cent of products exceeded recommended limits for sugar.  

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Most infant and toddler supermarket foods fail WHO guidelines

In 2023, commercial baby food sales in Australia - including prepared baby food, cereals and snacks - generated over $370 million in revenue.

According to lead author, Dr Alexandra Chung from the Department of Nutrition, Dietetics and Food at Monash University, one in two Australian children aged up to five years consume commercial infant and toddler foods one or more days per week.

“At the same time, commercial infant and toddler foods represent a growing segment of the grocery market, with increasing numbers of new products launched onto the market,” said Dr Chung.

Published in the journal, Public Health Nutrition, the study also found that none of the 45 products assessed met all of the labelling or promotional requirements as outlined by the WHO - and all products assessed included at least one promotional marketing claim that was not permitted under the WHO guidelines.

The marketing claims give parents the perception that these products are healthy, when in fact they are often high in sugar, and do not offer the variety of textures and flavors that children need.

The study assessed commercial foods for infants and toddlers available in Australian supermarkets for compliance with the WHO Regional Office for Europe’s Nutrient and Promotion Profile Model (NPPM), which supports appropriate promotion of food products for infants and young children 6–36 months.

The study sample consisted of 45 items sold for babies and toddlers in Australian supermarkets. 

In Australia, compositional and labelling requirements of foods are regulated by The Australia New Zealand Food Standards Code.

The standard for foods for infants outlines limits on sugar and sodium, and minimum iron content in cereal-based foods, as well as labelling requirements, including age recommendations and vitamin and mineral content claims.

However, many of the claims commonly made on infant and toddler foods are not regulated under the Food Standards Code, according to Dr Chung.

“This includes claims that make appeals to health and promote the product as ideal for young child feeding such as ‘natural’, ‘organic’, ‘no nasties’, ‘no preservatives’ and ‘for tiny hands',” she said.

“There is a distinct gap in the current regulation of commercial foods for infants and toddlers that allows manufacturers to influence children’s diets through the promotion of these products.”

According to Dr Chung, this consultation "presents an important opportunity for the Government to implement comprehensive, mandatory regulation that improves the composition, and ensures accurate labelling and honest promotion of commercial foods to protect the health of Australia’s youngest children".

What our Nutritionist says 

Zing Wellbeing nutritionist, Mel Larkings, says Pre-made baby foods have somewhat deceiving packaging.

It may state that there is only a few ingredients which look quite innocent on the ingredient list but they may have gone through a ultra-heat process which removes many nutrients from the whole food. In addition to reducing nutrient value this also removes taste and texture. This may then be attempted to be repaired by adding sugar to compensate for the lack of flavour.

For example, a fresh or lightly steamed carrot is packed with nutrients, has a bouncy texture and is naturally sweet. When processed at high heat, pureed and packaged it loses colour, texture and taste, as well as nutrients.

When we are looking at first foods, the Western world has made us think we need something in a box or packet with the right nutrients ‘added’. This is known as fortification.

Fortification of foods was done to assist us to get everything we needed from a box of food. Certainly, this may have had its place when there was no fresh food available, or due to lack of education around food and food preparation or due to National nutrient deficiencies. However, this is no longer the case, especially for mums looking to learn and feed their kids as best as they can.

Baby rice cereal is a common first food for infants in Australia but there are concerns about its nutritional value. This is a fortified food as rice itself contains very little nutritional value and it is also low in fibre. Some may find it causes constipation in babies and starting with whole foods which are fibre rich and great for gut health and digestion may be a better option for some.

10 Healthy and nutritious foods for your little ones from Zing Wellbeing meal plans (suitable for everyone!)

At Zing Wellbeing we offer healthy and nutritious recipes for the WHOLE family including your little (and big!) kids.