CALLS have been made for child-friendly images to be removed from the packaging of cereals that are high in sugar and salt.
It comes following a survey of 126 breakfast cereals featuring child-friendly packaging, which revealed that only two of the products were healthy. 92% were high or medium in sugar; 60% were medium or high in salt; 45% were low in fibre; and 43% were chocolate flavoured.
The research, by The Food Foundation, has prompted the pressure groups Action on Sugar and Action on Salt, to call on cereal manufacturers to remove child-friendly images – such as cartoon characters – from the packaging of cereals deemed to be unhealthy, in a bid to tackle children pestering parents for visually appealing products.
Further to this, the groups are also recommending that children’s cereals high in sugar and low in fibre be removed from breakfast aisles and instead placed in the snacks and confectionary sections of stores.
Registered nutritionist, Dr Kawther Hashem, campaign lead at Action on Sugar, commented, “The use of child-friendly packaging just makes it hard for parents to make a healthier choice, when companies should be making it easier. Whilst we are expecting to see restrictions on online and television advertising for foods high in fat, salt, and sugar, this does not yet apply to the packaging that may appeal to children, which is a huge concern. For too long, less healthy food has been in the spotlight which is not only unethical but also scandalous. Food businesses should only have child friendly packaging on their healthier foods and drinks to give them a starring role in children’s diets.”
Anna Taylor OBE, executive director of the Food Foundation, added, “While it is really encouraging to see so many retailers act to remove cartoon characters from children’s cereals, the fact that this year 92% of cereals marketed towards children contain high or medium levels of sugar shows that much more work remains to be done. Progress is simply not happening quickly enough, and it’s concerning to see that the fibre content of these cereals remains low. Bold action will be required from both government and businesses if we are to safeguard the future health of our children – but is by no means impossible.”
