Given that only nine cereals and six yogurts surveyed were found to be low in sugars and only four cereals were low in both sugars and salt, Action Against Sugar is calling for the complete removal of packaging that appeals to children from these products that are high or medium for sugars, salt and/or saturated fat.
Packaging that appeals to children includes the use of cartoon characters, animations, vibrant colours and familiar characters that strongly resonate with children.
Zoe Davies, nutritionist at Action on Sugar based at Queen Mary University of London, commented: “There is no reason why products with high or medium levels of salt or sugar should be marketed as ‘suitable for children’. If we are to protect the health of our future generation, then bold action is required now from both Government and companies alike and this must include child-friendly packaging only being placed on healthier products.”
According to the research 47% of cereals contained one third of a 4–6-year-olds daily maximum sugars recommendation (19g/ 5 tsp) in just one bowl (based on manufacturers serving, excluding milk). Around 65% of yogurts surveyed contained one third of a 4–6-year-olds daily maximum sugars recommendation (19g/5tsp) based on the manufacturer's recommended serving.
Professor Graham MacGregor, professor of cardiovascular medicine at Queen Mary University of London and chairman of Action on Sugar, added: “Obesity is estimated to cost the UK £58 billion each year, having a huge impact on economic productivity and the NHS. Drastic changes are needed to the food system and that includes responsible marketing of food and drink, especially to children.”