Commercially‐produced infant and toddler foods—How healthy are they? An evaluation of products sold in Australian supermarkets

In response to the need for better guidance and regulation for commercially produced infant and toddler foods and beverages, the WHO Regional Office for Europe published a Nutrient and Promotion Profile Model (hereafter NPPM) in 2022. This study assessed the nutritional and promotional profile of infant and toddler foods (for ages 6–36 months) sold in Australian supermarkets in 2022 using the NPPM. The main types of claims used for product promotion were also examined and results were presented by category and by packaging type. Nutrient and claims data were extracted for commercially produced infant and toddler products from The George Institute's FoodSwitch database. Products were classified according to NPPM food categories and assessed against relevant nutritional and promotional requirements. Of the 309 products examined, 78% failed to meet the nutritional requirements of the NPPM, and 0% met the promotional requirements. Every product had at least one claim on‐pack that was prohibited under the NPPM, with some products displaying up to 21 different claims on‐pack. Pouches had the highest number of prohibited claims of all packaging types. Findings highlight that urgent work is needed to improve the nutritional quality of commercially produced infant and toddler foods in Australia. The high use of prohibited claims also suggests the need to regulate the type and number of claims that can be made on‐pack, as parents and carers could easily be misled by the deceptive labelling that is currently allowed to be displayed. Every commercially produced infant and toddler food product available in Australian supermarkets in 2022 failed to meet World Health Organization recommendations for product promotion. Pouches have experienced rapid growth in the infant and toddler food market in Australia and currently represent more than 50% of all products available on supermarket shelves. Key messages Every commercially produced infant and toddler food product available in Australian supermarkets in 2022 failed to meet World Health Organization recommendations for product promotion. A total of 78% of products did not meet the overall nutritional requirements. This was most commonly due to products failing energy and total sugar content requirements. Up to 21 different claims were found on product packaging, with products on average displaying 6.7 claims. Pouches, which have experienced rapid growth in the infant and toddler food market in Australia, currently represen