Parents want the best for their children, but new research suggests baby food labels may be doing more harm than good.
A study from the University of Auckland, published in Nutrition and Dietetics, found that processed foods for infants and toddlers were cluttered with marketing and nutrition claims, most of which didn’t reflect what was actually inside.
Researchers reviewed more than 200 packaged baby and toddler foods in New Zealand and found every single one carried claims, averaging 7.5 per package. Most were “free from” claims like no additives or lifestyle-oriented slogans such as for growing kids on the go. Sixty percent of packages featured pictures of fruit and 40% included vegetables, yet many contained only trace amounts. One snack with “purple carrot” in its name had just a drop of carrot juice and no actual vegetable.
“This is an overwhelmingly high number of claims. They don’t only try to convince parents these products are a healthy choice, they also try to convey that they are an easy and convenient option that promotes the child’s development,” said study author Dr. Berit Follong.
The researchers also found product names could mislead. In more than half of savory meals, the listed ingredients didn’t match the actual recipe. One example: Organic Beef and Vege Ragout, which suggested a protein-rich meal, contained only 10% beef as vegetables were the main ingredient.
“Our findings are important because it’s vital parents have accurate information, so they can make informed choices,” said co-author Dr. Sally Mackay.
Although this study was conducted in New Zealand, similar research in Australia found only one-quarter of packaged baby and toddler foods met World Health Organization nutritional guidelines. Despite this, most featured claims positioning them as healthy. U.S. products face the same scrutiny, as watchdog groups have raised concerns about how fruit imagery, “sugar-free” claims and other marketing tools shape parents’ perception of healthfulness.
The authors argue for stricter regulation, calling for baby and toddler foods to display only clear, accurate nutrition information rather than a clutter of marketing messages.
This research was supported through the Nutritrack database, funded by a Health Research Council program grant.