A new report from a British heart charity claims that 90 per cent of parents are being deceived by manufacturers who use misleading tactics to market children’s foods in a way that implies they are healthy when they are really loaded with fat, salt and sugar.

These are the findings of a new survey from the British Heart Foundation (BHF) released this week. The BHF survey revisits its report from December 2008, titled How parents are being misled, when it first reviewed what mums and dads thought about various health claims made by manufacturers of children’s food sold in the UK.

The latest survey asks parents what they thought about claims like “free from artificial colours and preservatives” and “a source of calcium, iron and six vitamins” and shows how the majority of parents in the UK believe such claims indicate that a product is likely to be healthy.

The survey was conducted online on behalf of BHF by TNS Omnibus between 24 November and 10 December 2009. Altogether they interviewed a UK population representative sample of 1,454 parents aged from 16 to 64, with children aged under 15.

Here are some of the highlights, together with information from some example products (the nutrition information came from the food company’s own website in each case, said the BHF):

  • 76 per cent of parents thought that “wholegrain” meant a product was healthy.

  • Yet Nestle’s Honey Shreddies, which are marketed as “wholegrain” and can “keep your heart healthy and maintain a healthy body”, contain more sugar (13.6g) than a ring doughnut (9.2g) in their 45g average size serving (according to FSA data, an average doughnut weighs 60g and the sugar content is 9.2g).

  • 63 per cent of parents thought that “source of calcium, iron and 6 vitamins” meant that the product is healthy.

  • Yet although Kelloggs’ Coco Pops use this phrase on their cereal and milk bars, 100g of the product is higher in saturated fat and sugar than the average chocolate cake (100g of Coco Pops Cereal and Milk bars contain 9g saturated fat and 42g sugar, and according to government diet survey data, 100g chocolate cake without icing contains 6.4g saturated fat and 28.8g sugar).

  • 59 per cent of parents surveyed believed that “no artificial flavourings, no artificial colourings” also meant the product was healthy.

  • But while this claim appears on the packaging of Jelly Snakes marketed by the Natural Confectionery Company, they contain more calories gram for gram than black treacle (100g Natural Confectionery Company Jelly Snakes contain 295 kcal; 100g black treacle contains 257 kcal).

The BHF’s point is not that the manufacturer’s claims are false, but that they mislead parents into thinking products advertised with such phrases are healthy. A cereal or snack bar may well have no aritificial colourings or flavourings, but this does not mean it will make a healthy addition to a child’s breakfast or lunch box.

Peter Hollins, Chief Executive of the BHF told the media that:

“Mums are having the wool pulled over their eyes by food manufacturers.”

“Smoke and mirror tactics means that foods targeted at children and high in fat, salt and sugar are being disguised with partial health claims suggesting they’re a healthy choice,” said Hollins, adding that regularly eating such foods could have serious implications for children’s future health.

The BHF survey also found that 84 per cent of parents want to see a single, front of pack labelling scheme, and the charity suggests that the most helpful one for consumers would be the “traffic light” system favoured by the Food Standards Agency, that would show guideline daily amounts and the words “high”, “medium” and “low” prominently on the food label.

But the BHF said in a press statement that “many food companies are resisting this system of food labelling”.

Hollins added that:

“Partial health claims and the mish mash of food labelling systems serve only to confuse shoppers about the nutritional value of what they’re putting in their shopping baskets.”

He said it was time for food companies to “stop making excuses” and get behind one system that helps shoppers “at a glance” get the right information about what’s in the food they are giving their children.

One mother, 33-year Natalie Rogers from Stratford-upon-Avon said that when she goes to the supermarket she is “faced with a barrage of different food labels” that makes it very difficult for her to tell how good or bad a product is for her two children.

Rogers said if food companies really cared about customers they would use a clear and consistent food labelling system which would help mums like her make healthy food choices.

The BHF is also calling on the government to ban television advertising of junk food before 9 pm and to bring in consistent marketing for junk foods across all media including websites, mobile phone and viral marketing.

Making an interesting and nutritious packed lunch for children every day can be difficult for busy parents, but the BHF urge you to avoid pre-prepared lunchbox foods, sweets and crisps.

A packed lunch should contain enough but not too much energy and the right balance onutrients.

Here are some tips from BHF on what to include:

  • Some starchy food such as like bread, rice, potatoes or pasta.
  • Good helping of fruit and vegetables: aim for a portion of each.
  • Low fat dairy foods: low fat yoghurt, reduced fat cheese or fromage frais.
  • Lean protein: try salmon or tuna canned in water, boiled eggs, beans, lean meat (chicken, turkey).
  • And to drink: just water, low fat milk or pure unsweetened fruit juice.

— more info on healthy lunchboxes, with recipes , from the BHF.

Source: British Heart Foundation.

Written by: Catharine Paddock, PhD