Almost a quarter of popular branded baby foods sold across UK supermarkets contain excessive amounts of sugar, according to a gut health company analysis published a year after the government introduced voluntary industry guidelines. The data reveals that 58% of evaluated products breached at least one official standard, prompting calls from paediatricians and health advocates for mandatory regulations ahead of a fast-approaching compliance deadline.
Supermarket Baby Foods Flunk Voluntary Sugar and Salt Standards
An analysis of 224 branded infant foods and snacks by Alba Health found that 51 products, representing 23% of the total sample, contained too much sugar. According to Alba Health chief executive and co-founder Nora Cavani, products containing more sugar than an infant should consume in a single day are routinely sold under the banner of health and nature. “A year on from the guidelines’ introduction, the data shows voluntary standards haven’t worked,” Cavani stated.
The study examined purees, breakfast items, main meals, desserts, snacks, and finger foods from nine leading brands: Ella’s Kitchen, Heinz, Organix, HiPP, Kiddylicious, Little Freddie, Piccolo, Aptamil, and Cow & Gate. Sugar levels varied significantly across brands. Kiddylicious saw 52% of its products breach sugar limits, followed by Piccolo at 28%, Heinz at 27%, and Little Freddie at 24%, according to the findings.
Did you know? In the case of five evaluated items, more than 80% of total calories came directly from sugar. Organix raisins contained 66g of sugar per 100g (86.6% of calories from sugars), while Kiddylicious apple fruit wriggles contained 70g of sugar per 100g (85.6% of sugars).
High Salt Levels and Misleading Marketing Concerns
Beyond sugar, the analysis identified breaches of salt and sodium guidelines set by the Office for Health Improvement and Disparities (OHID). While the NHS recommends that babies under one year old consume less than 1g of salt daily, approximately 6% of foods—totalling 14 products—breached these limits. For example, Heinz spaghetti bolognese pouches contained 0.27g of salt, supplying more than a quarter of an infant’s entire daily allowance in a single meal.
Salt guideline breaches also affected 19% of Kiddylicious products, 18% of HiPP items, 13% of Heinz products, and 6% of Cow & Gate foods. Additionally, labelling and marketing infractions appeared in 28% of the items studied. This included 31 snacks marketed to infants as young as six months old, alongside packaging featuring misleading health claims.
Industry Response Versus Expert Demands for Mandatory Rules
The British Specialist Nutrition Association (BSNA), representing the infant food industry, defended the sector’s progress. A BSNA spokesperson stated that members welcomed government guidance and engaged fully with OHID during its development, noting that significant progress has been made in reducing sugar and increasing vegetable content. “Ultimately reformulation takes time, and the government recognised this when setting a deadline of February 2027 for compliance,” the spokesperson said, adding that parents can remain confident that members are on track to meet the guidance.
However, medical professionals argue that voluntary compliance is insufficient. Prof Steve Turner, president of the Royal College of Paediatrics and Child Health, noted that paediatricians have long raised concerns regarding high salt and sugar levels in baby foods and their links to long-term issues like obesity and poor oral health. “We are clear that only mandatory nutritional standards and regulation of these products will provide the protection babies and children need,” Turner said.
Sonia Pombo, head of research and impact at Action on Salt and Sugar, highlighted the unexpected prevalence of high sugar and salt levels among brands positioning themselves as organic or healthy. “Parents should be able to trust that the name and imagery on the front of a pack accurately reflect what is inside,” Pombo said, calling for mandatory enforcement before the February 2027 deadline.
Frequently Asked Questions
What did the Alba Health baby food analysis find?
The analysis of 224 branded infant foods found that 58% breached at least one government guideline, with 23% containing excessive sugar, 6% breaching salt limits, and 28% featuring misleading labelling or marketing.
When is the government compliance deadline for baby food manufacturers?
The government established an 18-month timeline in August 2025, setting a compliance deadline of February 2027 for manufacturers to reduce sugar and salt, alter marketing practices, and fix misleading labels.
Which brands were included in the study?
The study reviewed products from Ella’s Kitchen, Heinz, Organix, HiPP, Kiddylicious, Little Freddie, Piccolo, Aptamil, and Cow & Gate.
What do health experts recommend for baby food regulations?
Organisations including the Royal College of Paediatrics and Child Health and Action on Salt and Sugar are calling for voluntary guidelines to be replaced with mandatory, strictly enforced nutritional standards.
What are your thoughts on baby food labelling standards in UK supermarkets? Share your perspective in the comments below, or subscribe to our newsletter for more consumer health updates.
Keep reading