One-Quarter of UK Baby Foods Still Exceed Sugar Limits After Voluntary Rules
A new analysis shows that about 25% of branded infant foods sold in UK supermarkets contain too much sugar, indicating that voluntary industry guidelines have not succeeded.
An analysis of 224 branded infant foods and snacks from leading UK manufacturers revealed that more than half of the items violated at least one of the nine voluntary guidelines introduced in August 2025, and a quarter contained excessive sugar. Brands such as Kiddylicious, Piccolo, Heinz and Little Freddie each had a notable share of products with high sugar content, including some where sugar supplied over 80% of total calories.
About 6% of the foods also exceeded the NHS’s daily salt recommendation for babies. Labelling and marketing breaches were identified in 28% of the range, with misleading health claims and promotions aimed at infants as young as six months. Health experts, including the president of the Royal College of Paediatrics and Child Health and the head of research at Action on Salt, said the voluntary approach has failed and called for enforceable standards before the February 2027 deadline.
Why it matters
Parents may be buying baby foods that are far sweeter and saltier than recommended, risking long-term health issues for children.
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