Unlocking the Secrets: How ‘Free From’ and ‘Organic’ Claims Shape Baby Food Marketing in New Zealand

In New Zealand, baby and toddler food packaging is often filled with claims like “no added sugar” or “organic goodness.” A recent study found that all commercial products in this category are loaded with these promotions, which can mislead parents.

Nutrition in the early years is crucial. It can shape a child’s health and establish lifelong eating habits. The World Health Organization (WHO) emphasizes this by recommending that marketing claims on baby food should be limited or eliminated altogether to help parents make informed choices.

Currently, the Australia-New Zealand Food Standards Code does not regulate marketing claims. This creates confusion for caregivers trying to ensure they choose foods that align with healthy eating guidelines for kids. The Food Regulation Standing Committee in both countries has raised concerns over this issue.

The study surveyed an array of infant and toddler foods identified through Nutritrack, covering products available in major supermarkets. They examined 210 products, including purees, snacks, and meals aimed at different age groups. Researchers discovered that on average, each product contained about 7.5 unique claims. Virtually all items advertised some sort of marketing claim, while 19% included health claims, and nearly all (99%) had nutrition or composition claims.

Interestingly, claims centered around being “free from” certain ingredients were the most common. These typically referred to the absence of added sugars, flavors, colors, and preservatives. Furthermore, about 68% of products used terms like “fresh” or “natural,” even though many contained high levels of processed ingredients. For instance, of the products featuring images of fruits, 88% had processed fruit sugars, and some contained as little as 5% actual fruit.

The study also provided insight into consumer perceptions. Many parents rely on packaging imagery and text to determine what is best for their children. Yet, 27% of products had names that didn’t accurately reflect their ingredient composition. An example included a product titled ‘Organic Lamb and Garden Vegetables’ that contained only 10% lamb. Such discrepancies can mislead caregivers about the nutritional quality of what they are purchasing.

While health claims were less frequent overall, they were more common in toddler foods. This aligns with findings from previous research, which indicated that marketing messages can significantly influence buying decisions, often leading to misconceptions regarding the healthiness of a product.

This study emphasizes the urgent need for regulations to manage how infant and toddler foods are marketed. As caregivers, parents should be able to trust that the food labels accurately reflect the contents and benefits of the product they are buying. In a world where food marketing can be misleading, it’s crucial to advocate for transparency in the industry.

For further insights, you can check the study in the journal Nutrition & Dietetics, which dives deeper into the specifics of these marketing claims.

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Baby, Food, Frequency, Fruit, Nutrition, Vegetables