Investigation Reveals Misleading Claims in Infant and Toddler Food Packaging

Recent research has uncovered a pattern of misleading marketing practices in the packaging of infant and toddler foods available in New Zealand supermarkets. The study analyzed 210 products and found that many carry multiple claims that do not accurately reflect their main ingredients, often featuring images of fruits and vegetables that are not present in substantial amounts or at all. This is particularly concerning given the critical importance of proper nutrition during the first thousand days of a child's life, a period marked by rapid growth and development.

Manufacturers leverage convenience and appealing marketing tactics, including health-oriented claims like "sugar-free" and "free from additives,” to create a perception of healthfulness that may not be justified by the actual nutritional content. On average, products had about seven to eight claims, with some displaying up to fifteen, many of which focus on misleading ingredient or health benefits.

A significant number of these foods feature images of fruits or vegetables, yet most contain no whole produce, instead relying on processed fruit sugars and tiny amounts of vegetable powders. Shockingly, one in five products contained less than 5% actual fruit, yet these images continue to influence parental perceptions of healthiness and encourage purchases.

Further concerns relate to product naming, which often does not match the main ingredients, with many products highlighting nutrient-dense components like spinach or legumes in their names despite their minimal presence. Similar issues have been identified in Australian markets, revealing a broader problem with current regulations from Food Standards Australia New Zealand (FSANZ) that permit such misleading marketing practices.

Despite existing standards, only about a quarter of Australian infant foods and a third of New Zealand products meet the World Health Organization's nutritional guidelines. Recognizing this gap, food ministers have called for a review of regulations concerning claims and labeling to prevent misleading marketing and promote healthier choices. Proposed reforms include banning health or nutrition claims on infant foods, restricting fruit and vegetable images to products containing substantial amounts, and ensuring product names accurately reflect their ingredients. These steps aim to support better-informed decisions and foster healthier eating habits from a young age.