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Quarter of UK branded baby foods still exceed sugar limits

An analysis of 224 products found 58% breached at least one voluntary sugar, salt, or marketing guideline introduced a year earlier.

Reported · Written up by our desk · Trade & Tariffs

A Guardian Business analysis found that almost a quarter of branded baby foods sold in UK supermarkets still contain excessive amounts of sugar, a year after voluntary industry guidelines were introduced. The study covered 224 branded infant foods and snacks across categories including purees, breakfasts, main meals, desserts, snacks, and finger foods made by nine major brands.

The analysis reported that more than half of products, 58%, breached at least one of nine guidelines, and a quarter of all products breached two or more. It also found that 51 products, or 23%, contained too much sugar.

Among the brands assessed, Kiddylicious had the highest share of sugar breaches at 52%, while Piccolo (28%), Heinz (27%), and Little Freddie (24%) also exceeded limits in parts of their product ranges. For five products, more than 80% of total calories came from sugar, including Organix raisins with 66g sugar per 100g.

The UK government, starting with an August 2025 update, gave baby food manufacturers 18 months to reduce sugar and salt, stop marketing snacks to infants under 12 months, and address misleading or inaccurate labelling. The analysis also said 14 products, about 6%, breached NHS salt recommendations for babies under one, and Heinz spaghetti bolognese pouch was cited among the cases.

Nora Cavani, chief executive and co-founder of Alba Health, which conducted the review, said the data indicates voluntary standards have not worked, arguing parents are being misled by marketing and labelling.

Latest closeSugar $16.60 ▼1.3%

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