Action on Sugar calls for UK ban on child-friendly cereal packs amid obesity crisis

07 Jul 2021 --- UK charity Action on Sugar (AoS) is calling on cereal manufacturers to remove child-friendly packaging images from all unhealthy cereals, following an investigation finding 92 percent of children’s breakfast cereals remain high in sugar.

Activists are accusing manufacturers of failing to fulfill their pledges and adhere to government recommendations amid the growing obesity crisis. 

Sonia Pombo, campaign manager at Action on Salt, tells NutritionInsight that child-friendly packaging leads consumers to make unhealthy choices. 

“When a parent sees products with packaging appealing to children, they would be forgiven for thinking it has their child’s best interests in mind. But with nearly one in two cereals containing chocolate and the vast majority containing high or medium levels of sugar, the less healthy products are in the spotlight.”

The Broken Plate 2021 report 
AoS, along with its sister organization, Action on Salt, conducted research at Queen Mary University of London, UK, on 126 breakfast cereals with child-friendly images such as cartoons or bright colors. 

The findings show that 92 percent of products still contain medium to high sugar levels, 62 percent medium to high levels of salt while 45 percent are low in fiber. 

Almost half of all products (43 percent) were chocolate-flavored. The results also show progress in salt and sugar reduction has stagnated and, in some cases, slightly worsened in the past year. One in three UK children leave primary school overweight or obese, according to AoS. 

One of the worst offending cereals was Malt O Meal Marshmallow Mateys, which contains 12 g of sugar and 0.5 g of salt per serving.

Only two of the 126 breakfast cereals analyzed were judged healthy (low in fat, salt and sugar, and high in fiber). 

Pombo says marketing such products to children contributes to the UK’s overweight and obesity rate, which is one of the highest in Europe. 

“Excessive sugar consumption contributes to overweight and obesity and related health conditions such as Type 2 diabetes, various cancers and tooth decay. Tooth decay is one of the biggest causes of pain and a leading cause of hospital admissions for children,” she says. 

“Salt also puts up our blood pressure, leading to increased risk of strokes and heart attacks later on in life. We need measures and policies in place to address the imbalance of unhealthy foods available to us. Otherwise, we are going to face enormous health and economic impacts for future generations.”

Industry bites back 
The UK’s Food and Drink Federation (FDF) has responded to the AoS report, saying manufacturers have “for decades” been reformulating their products in line with government recommendations. This has led to a 13.3 percent decrease in sugar over three years, it argues. 

An FDF spokesperson tells NutritionInsight: “There is a wide array of breakfast cereals on the market so people can choose whether they want to have a healthy or more indulgent start to their day.”With only two of 126 children’s breakfast cereals deemed healthy by AoS, the org is calling for products to be reclassified as confectionery.  

“To help make that choice easier, the vast majority of companies voluntarily provide clear, simple nutrition information in front-of-pack – this includes using the UK government’s ‘traffic light’ label.” 

However, Pombo asserts not enough is being done. “We would like to see healthier products with packaging that appeals to children, instead of the current status quo, which encourages unhealthy eating habits.”

Packaging “pester power”
AoS is making two demands based on the report’s findings. The first is that all breakfast cereals deemed high in sugar and salt should be reclassified as confectionery items and removed from supermarket cereal aisles. 

Second, marketing restrictions should be enforced to prevent producers from appealing unhealthy items to children. 

Some retailers and cereal manufacturers have previously made commitments to remove cartoon characters from their packaging, reveals Pombo. However, in many cases, this has been replaced with packaging that still appeals to children and while maintaining unnecessary sugar levels. 

This contributes to “pester power,” she says, and often prevents consumers from scrutinizing the label.

“Restrictions on online and television advertising are currently being put in place, as well as multi-buy offers of foods high in fat, salt, and sugar. However, these restrictions do not yet apply to the packaging of products,” says Pombo.

“Similar restrictions should be considered for marketing on the packaging of less healthy foods, with warnings and penalties for those who do not comply and the money funded to pay for subsidies on healthier foods.”

PackagingInsights recently discussed cereal packaging developments with MetsäBoard, Constantia Flexibles and Ulma Packaging.

By Louis Gore-Langton