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 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.
47% of cereals surveyed contained one third of a 4–6-year-olds daily maximum sugars recommendation (19g/ 5 tsp) 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.
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.
Packaging that appeals to children includes the use of cartoon characters, animations, vibrant colours and familiar characters that strongly resonate with children. 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.
