BBC Panorama reveals the shocking truth about baby pouches

An investigation by BBC Panorama has exposed The Shocking Truth about Baby Food Pouches in a programme being aired from Monday 28 April.

In the programme, reporter Catrin Nye meets public health nutritionists concerned about high levels of sugars and low mineral and vitamin content in many products, including iron and vitamin C. Six leading brands are tested for sugar, calcium and iron levels: Aldi's Mamia, Heinz, Little Freddie's, Ella's Kitchen, Piccolo & Lupilu by Lidl, with many products higher in sugar than the daily recommendation for a 12 month old, whilst worryingly low in calcium and iron. Too much usage of commercial baby food pouches is starting to be associated with growing levels of dental decay and obesity amongst young children, as expressed in the programme by the former Chief Nutritionist for England Dr Alison Tedstone and British Dental Association Eddie Crouch

Concerns also include misleading labelling, suggesting equivalent with home cooked foods, encouraging everyday use and suggesting products are appropriate from four months of age, undermining official scientific guidance to start weaning from six months. Three of the companies in the programme have now said they are changing their labels, but it should not have taken a media investigation to trigger this action - existing regulations are simply not strong enough.

The Children's Food Campaign welcomes the spotlight being put on products for babies and toddlers, which have been long overlooked in government policy to address commercial influences on children's diets.

In our own research, nearly 8 in 10 parents (76%) say it is getting harder not easier to feed children a healthy diet. Our panel of parent ambassadors also flagged confusion and concern about the composition, labelling and marketing of foods targetting young children in their manifesto Our Children, Our Future last year. They have called for better regulation to reduce salt, sugar and artificial additives in food and drink, more honest and transparent nutritional labelling and a ban on use of child-friendly characters on less healthy products.

Brands including Ella's Kitchen, Kiddylicious, Farley's Rusks and Aptamil also came under fire at the Children's Food Awards held in February 2025, when they were nominated for healthwashing, inappropriate marketing and high levels of sugar.

Children's Food Campaign Manager Barbara Crowther says:

All babies and children have a right to grow up healthy, but overwhelmingly the commercial baby and toddler food industry is misleading parents about the nutritional benefits of their products. Millions of parents regularly use these brands and want to trust them, so they’re shocked and angry to learn the truth - that they’re not nearly as healthy as they claim to be, and they’re not even being regulated properly.

This excellent but shocking new analysis from BBC Panorama should be a wake-up call to the government. It’s time to wean ourselves off relying on voluntary guidance for the baby food industry and bring in strict regulation, based on the excellent World Health Organisation standards for product composition and marketing of infant foods. Let’s put babies and toddlers at the forefront of our efforts to create the healthiest ever generation of children and stop sugarcoating these pouches and products.”

Dr Diane Threapleton, Ali Morpeth, Dr Vicky Sibson and Charlotte Sterling-Reid who all feature in the BBC Panorama programme will be taking part in the Commercial Baby Foods in Crisis webinar on 8 May co-hosted by Sustain and the University of Leeds.  

Children's Food parent ambassador Mary Carlton says:

“It’s outrageous that these commercial baby products are so rammed with sugar! As parents we put our faith in the products that we buy and are very easily manipulated by positive images and health claims. Shopping with a small child is challenging, especially when you are sleep deprived and juggling multiple responsibilities. Government policy should see a lot more regulation of sugar levels in baby foods as well as improving the fibre and protein contents and whole foods”

Children's Food Ambassador Lauren Morley, parent of a six year old, says:  

“It’s shocking that the food industry has been able to get away with this. When you become a new mum, you’re exhausted, overwhelmed and you trust the products sold for babies. Why wouldn’t you? But behind the bright packaging and health claims, many baby foods are packed with sugar- sometimes as much as sweets and there’s no proper regulation to stop it. The industry knows parents are vulnerable and busy, and they exploit that trust. We urgently need change: clear rules on sugar limits, better nutrition standards, and honest labelling. Parents deserve the truth. Our children deserve better.”

Members organisations of Sustain's Children's Food Campaign have been raising concerns about the lack of effective mandatory regulation of the commercial baby food sector for many years. The First Steps Nutrition Trust outlines the issues in a new briefing NOT the best start: Why the government must act now to better regulate the baby food industry.

Dr Vicky Sibson, Director, First Steps Nutrition Trust, who appears in the programme says:

“Parents naturally want what is best for their babies and young children, especially when it comes to what they’re fed. We know that there is a high level of trust in the baby food industry and that shop-bought baby foods are widely used because parents believe they’re strictly regulated and healthy choices. But unfortunately, this trust is totally misplaced. As a result of pervasive misleading marketing, parents are unwittingly buying products that are simply not good enough nutritionally. Stronger, mandatory baby food regulations are long overdue. The Government must act now to dramatically improve the commercial baby food offer and to ensure that parents can informed choices on what they’re feeding their youngest children”.

Children's Food Ambassador & parent of a toddler Jaynaide Powis says:

“As parents, we want the best for our children. As a country, I believe we want the same - they are our future after all.  So why is it that the cheapest and most convenient food options are often the unhealthiest?  It is clear that the health and wellbeing of our children has not been a priority. Instead, commercial companies have put their profits first, and successive governments has allowed them to do this. We urgently need mandatory regulation so that the easiest and cheapest options are the healthiest options. This way, parents are supported and our children can thrive like they deserve.  It's time to put our babies first.”

Not just pouches: Unhealthy baby and toddler food industry fully exposed
As BBC Panorama exposes the truth behind baby food pouches, groundbreaking new research from the University of Leeds including parent polling supported by Sustain, also throws a further spotlight on snacks, misleading marketing claims and the need for proper regulation of the baby food aisles. Children's Food Campaign is immediately calling on MPs and government to act.