Despite the government’s Sugar Reduction Programme, which aimed to reduce the sugar content in breakfast cereals and yogurts by 20%, these products still fall short of their target. Although there have been notable reductions in sugars (14.9% for breakfast cereals and 13.5% for yogurts) between 2015 and 2020, the number of cereals and yogurts found to be low in sugars is alarmingly low. Only nine cereals and six yogurts surveyed were classified as low in sugars, and of those, only four cereals were low in both sugars and salt.
As a result, an expert group is advocating for the complete removal of child-appealing packaging from products that are high or medium in sugars, salt, and/or saturated fat. Such packaging includes the use of cartoon characters, animations, vibrant colors, and familiar characters that strongly resonate with children. The aim is to eliminate the marketing tactic known as “pester power,” which seeks to attract children’s attention and influence their caregivers’ purchasing decisions.
While there are restrictions on advertising foods high in fat, salt, and sugar during peak viewing times for children, a significant loophole exists in product packaging. Action on Sugar, a non-profit organization, proposes redirecting visually captivating packaging strategies towards healthier food products. These healthier options would be sold in plain packaging specifically targeted at adults. This approach could address the issue of misleading parents and contributing to the unhealthy habits and illnesses of children.
Dr. Kawther Hashem, a registered nutritionist and campaign lead at Action on Sugar, criticizes the current situation, stating, “It’s ludicrous that breakfast cereals and yogurts, which have seen significant reductions in sugars as part of the Sugar Reduction Programme, continue to have excessive amounts of sugars that are not suitable for regular consumption by children.” With the alarming increase in weight-related health problems among individuals under 18, including tooth decay, which has become a leading cause of child hospitalization, Dr. Hashem emphasizes the urgency of removing child-appealing packaging from misleading products.
According to research conducted by Action on Sugar, several companies have been identified as having a high average sugars content per 100g in cereals with child-appealing packaging. Leading the list is Lidl, with an average of 21.0g of sugars per 100g across 12 products, followed by Nestlé with 20.0g across 15 products. Aldi, Weetabix, and Kellogg’s also rank high on the list, indicating the prevalence of this issue across various brands.
In conclusion, the inadequacy of the Sugar Reduction Programme’s target achievement in breakfast cereals and yogurts is a cause for concern. Action on Sugar advocates for the complete removal of child-appealing packaging from products high or medium in sugars, salt, and/or saturated fat. Addressing this issue is crucial, particularly in light of the increasing weight-related health problems among individuals under 18. The redirection of visually captivating packaging strategies towards healthier food products, sold in plain packaging tailored for adults, may offer a potential solution.
