Health experts call for action as public backs ban on high sugar baby food

Forty leading health and child organisations are urging the government to take bold and immediate action to protect babies and young children from harmful food and drink products, as new polling reveals 75% of Brits would support a ban on high sugar baby and toddler food.

The organisations have written to the secretary of state for health and social care following the findings of the Leeds University research.

The coalition warns of a ‘worsening health crisis’ – with government data showing more children shifting from a healthy weight to overweight or obesity between Reception and Year 6 than the reverse, especially in the most deprived areas.

Without urgent action, the Obesity Health Alliance (OHA) raises serious concerns that today’s children could grow up facing worse health outcomes than their parents and is calling for stronger regulation of the commercial baby food sector, including:

• Mandatory limits for sugar in baby and toddler foods
• End unnecessary follow-on formula milks
• Clearer, more responsible marketing and labelling

Parents of babies and toddlers are frequently targeted with marketing for ultra-processed snacks, drinks, and foods that are labelled as “healthy,” even though they’re often high in sugar and low in nutritional value.

They’re also exposed to advertising for follow-on and growing-up formula milks that contradict public health recommendations.

Despite recent progress—such as restrictions on junk food advertising on TV before 9pm and online at any time, the forthcoming multibuy promotion ban, and the proposed extension of the Soft Drinks Industry Levy to sugary milk drinks — the OHA believes these measures don’t go far enough.

Katharine Jenner, director of the Obesity Health Alliance said: “The evidence is clear: children’s health is being compromised from the very start of life. Given industry has failed to act voluntarily, it’s now time for government intervention to protect the next generation and grant every child a healthier start.

“From the moment they’re born, babies are bombarded with sugary, highly processed foods. It’s fuelling a health crisis that starts in infancy and is almost impossible to undo later in life. Ignoring the issue is no longer an option.”

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