Call for the Removal of Packaging that Appeals to Children from Unhealthy Cereals and Yogurts Packed with Sugars
- Breakfast cereals and yogurts with packaging that appeals to children contain excessive amounts of sugars DESPITE both categories making substantial reductions in sugars between 2015 and 2020
- Just nine cereals and six yogurts were found to be low in sugars
- Nestlé, Lidl, and Aldi had the highest sugars on average across their cereals and yogurts targeted to children
- Call for the complete removal of packaging that appeals to children from products that are high or medium in sugars and placed only on healthier alternatives
NEW research by Action on Sugar, based at Queen Mary University of London, has revealed that both breakfast cereals and yogurts[1], with packaging that appeals to children, have unnecessary amounts of sugars – with some products containing the equivalent of up to four teaspoons of sugar (per suggested serving)[2]. That’s despite breakfast cereals and yogurts having celebrated the largest reductions in sugars between 2015 and 2020 (14.9% and 13.5% respectively) as part of the Government’s Sugar Reduction Programme – which is still shy of the 20% target they were supposed to achieve.
Given that only nine cereals and six yogurts surveyed were found to be low in sugars and only four cereals were low in both sugars and salt, the expert group is calling for the complete removal of packaging that appeals to children from these products that are high or medium[3] for sugars, salt and/or saturated fat.
For the first time, Action on Sugar compared the average amount of sugars per 100g in each company’s range of products with packaging that would appeal to children (Table 1 and Table 2). The findings are as follows:
Cereals
47% of cereals surveyed contained one third of a 4–6-year-olds daily maximum sugars recommendation (19g/ 5 tsp)[4] in just one bowl (based on manufacturers serving, excluding milk).
On average, Lidl, Nestle and Aldi contained the highest sugars per 100g across their range of cereals with packaging that appeals to children. Examples of cereals with the highest sugars among these companies:
- 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)
Yogurts
65% of yogurts surveyed contained one third of a 4–6-year-olds daily maximum sugars recommendation (19g/5tsp) based on the manufacturer's recommended serving.
On average, Nestlé, Lidl and Aldi contained the highest sugars per 100g across their range of yogurts with packaging that appeals to children. 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)
Packaging that appeals to children includes the use of cartoon characters, animations, vibrant colours and familiar characters that strongly resonate with children[5]. Known as ‘pester power’, this marketing tactic is intentionally designed to attract the attention of children and influence their caregivers’ purchasing.
Whilst there are restrictions in place to prevent the irresponsible advertising of foods high in fat, salt, and sugar during peak viewing times for children, an evident loophole exists when it comes to product packaging. Unlike advertisements, there are no specific restrictions governing the visual appeal and design of packaging which influences children’s preferences. A potential solution lies in redirecting such visually captivating packaging strategies towards healthier food products, which are sold in plain packaging targeted at adults.
Registered Nutritionist Dr Kawther Hashem, Campaign Lead at Action on Sugar based at Queen Mary University of London says: “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.
“Given the soaring numbers of under-18s suffering weight-related health problems and tooth decay being the leading cause of child hospitalisation, 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.”
Zoe Davies, Nutritionist at Action on Sugar based at Queen Mary University of London says:
“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, Professor of Cardiovascular Medicine at Queen Mary University of London and Chairman of Action on Sugar adds,
“Obesity is estimated to cost the UK £58 billion each year[6], 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.”
Cereals with child-appealing packaging containing low sugars and salt:
- Nestle Bitesize Shredded Wheat[7]
- 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
Ends
For more information contact: David Clarke @ Rock PR:
E: david@rock-pr.com M: 07773 225516
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Notes to editors:
Action on Sugar is a group of specialists concerned with sugar and its effects on health. It is successfully working to reach a consensus with the food industry and Government over the harmful effects of a high sugar diet and bring about a reduction in the amount of sugar in food and drink products.
[1] All products were initially collected and assessed against the inclusion and exclusion criteria (ref 5) between October 2022 and February 2023. Some products may have been delisted or product packaging changed since the date of collection.
[2] Nestle Smarties Vanilla 14.6g/100g 15.6g/portion(pot). 1 tsp sugar = 4g sugar
[3] Based on Department of Health front of pack nutrition label, November 2016. This is based on an adult’s maximum recommended total sugars intake, therefore would overestimate how many products are low in free sugars for a child and underestimates the number of products that would be high in free sugars.
[4] NHS. Sugar: the facts. How much sugar can we eat?
[5] Inclusion criteria for packaging that would appeal to children for breakfast cereals and yogurts
Inclusion:
A: Child appealing imagery (such as cartoon characters)
B: Child appealing style (such as bright colours and animated)
C: Child appealing brand character (such as Tony the Tiger)
D: Child appealing font (such as balloon letters and child friendly fonts)
E: Child appealing media partnerships (such as Disney)
F: Child appealing offers (such as a free game)
G: Child themed language (such as 'made for kids')
H: Child appealing activities (such as word searches on the back of pack)
Exclusion:
A: Animations that are part of the company logos
B: Non-child themed lifelike drawings (such as pencil like drawings or sketches)
C: Duplicates of the same product, but in different packaging sizes)
[6] Frontier Economic. Public Policy. The annual social cost of obesity in the UK. https://www.frontier-economics.com/uk/en/news-and-articles/articles/article-i9130-the-annual-social-cost-of-obesity-in-the-uk/
[7] At the time of collection the packaging included a competition to win Avatar prizes and ‘grown virtual plants’.
