Baby Food Warning: 1 in 5 “Healthy” Products Fail Sugar or Salt Guidelines

Parents naturally want the best for their babies. When a product is labelled as organic, natural, fruity or specially made for little ones, it can feel like a safe choice. But a new investigation has raised concerns about the nutritional content of some commercially available baby foods and snacks sold in major UK supermarkets.

An analysis by consumer organisation Which? found that almost one in five baby food and drink products assessed did not meet recommended guidelines for sugar or salt. The findings have prompted fresh questions about how baby and toddler foods are marketed and whether parents are being given enough information to make healthy choices.

The research looked at more than 800 products available from major supermarkets including Tesco, Sainsbury’s, Asda, Morrisons, Waitrose, Aldi and Lidl. Products from well-known brands were included in the assessment.

Some baby foods contain surprisingly high levels of sugar

According to the Which? analysis, 18 per cent of the products assessed failed at least one of the recommended nutritional guidelines introduced for baby food and drink.

The figures varied depending on the specific nutrient being considered.

Around 12 per cent of products failed the recommendations relating to added sugars, while 5 per cent did not meet the sodium guidelines. A smaller proportion, approximately 1.6 per cent, failed the added salt recommendations.

The findings are particularly notable because these products are designed and marketed for babies and young children, a stage of life when eating habits and food preferences are developing.

It is important to remember that not all sugar found in baby food is necessarily added sugar. Naturally occurring sugars can be present in ingredients such as fruit and milk. However, the overall nutritional profile of a product still matters, particularly when foods are consumed regularly.

Fruit does not automatically mean low sugar

One of the biggest takeaways from the investigation is that products based heavily on fruit can still contain considerable amounts of sugar.

For example, Which? highlighted Kiddylicious Apple Fruit Wiggles, reporting that 86 per cent of the product's energy came from sugar. The recommended guideline is reportedly below 25 per cent.

Piccolo Organic Strawberry, Apple and Date Fruit Sticks were also highlighted, with Which? reporting that 85 per cent of their energy came from sugar.

These products may contain ingredients that parents generally associate with healthy eating, such as fruit. However, the form in which fruit is presented can make a significant difference to its nutritional profile.

This is why parents should look beyond words such as "natural", "organic" or "fruit" on the front of a packet and check the nutritional information and ingredients list.

Popular brands were included in the research

The Which? assessment included products from a number of familiar baby and toddler food brands.

Kiddylicious reportedly had the highest proportion of products failing the added sugar guidelines among the brands assessed, at 38 per cent. Organix followed at 29 per cent, while Heinz was reported at 20 per cent and Little Freddie at 11 per cent.

One product highlighted in the report was Heinz Fruity Banana Custard, which was reported to contain 15g of sugar per 100g.

Another example was Ella's Kitchen Nutty Mangoes, Pears and Almonds. According to the report, the product contained 12g of sugar per 100g, above the recommended limit of less than 10g per 100g.

The report also raised concerns about products introduced after voluntary nutritional guidelines were published in 2025.

Snacks were a particular concern

According to Which?, finger foods such as fruit-based snacks and toddler-friendly puffs were among the categories most likely to fall short of the recommendations.

More than half of the finger food products assessed reportedly failed the added sugar guidelines.

This is particularly relevant because snacks can easily become a regular part of a child's daily diet. A product that appears small or suitable for toddlers may still contribute a significant amount of sugar if eaten frequently.

Parents may also assume that a snack designed specifically for babies or toddlers is automatically nutritionally appropriate. The findings suggest that this assumption should not replace checking the label.

Why does sugar matter for young children?

The early years are an important period for developing eating habits. Regular exposure to sweet foods may encourage children to develop a preference for sweeter flavours.

High consumption of free or added sugars is also associated with concerns such as tooth decay. Diet and eating habits during childhood can also contribute to longer-term health outcomes.

The Which? report linked concerns about the nutritional quality of commercial baby food with wider issues including childhood obesity and dental health.

Government figures cited in the report indicate that more than one in five children aged four to five are overweight or living with obesity, while dental decay remains a significant problem among young children.

That does not mean that an individual pouch, snack or dessert will cause a child to become overweight or develop dental problems. Children's health is influenced by their overall diet, activity levels, development and many other factors.

However, the findings highlight why the nutritional quality of foods marketed specifically towards young children deserves attention.

Voluntary guidelines are under scrutiny

The UK Government has asked manufacturers to reduce sugar and salt in baby food and improve marketing practices.

The current recommendations are voluntary, with manufacturers expected to meet the relevant standards by February 2027.

Which? argued that progress so far has been limited. Its analysis reportedly found that only three products had been reformulated with lower sugar, while 11 new high-sugar products had entered the market.

The consumer organisation has called for mandatory limits rather than relying primarily on voluntary action.

The issue therefore goes beyond individual products. It raises a broader question about how baby and toddler foods should be regulated and marketed.

What have manufacturers said?

Some manufacturers have disputed or contextualised the concerns by pointing to ongoing reformulation work.

Ella's Kitchen said it supports the new nutritional guidelines and believes they should become mandatory across the baby food sector. The company said more than 95 per cent of its range already meets the higher nutritional standards and that remaining products are being reformulated or removed.

The company also said it had changed the recipe of its Nutty Mangoes, Pears and Almonds product, increasing pear and reducing mango content to lower its sugar content. A reformulated version is expected to appear on shelves from January, according to the statement supplied to the publication.

Kraft Heinz said it welcomed the voluntary guidelines and was working to reduce sugar and salt where possible, while also maintaining the taste and quality expected by parents and carers.

These responses underline that manufacturers are taking different approaches as the February 2027 deadline approaches.

What can parents do?

The findings do not mean parents need to avoid all commercially produced baby food. Convenient products can be useful, particularly for families managing busy schedules.

Instead, parents may want to compare products and pay attention to several factors.

Check the nutrition panel rather than relying solely on front-of-pack claims. Look at the sugar and salt content, consider the ingredients and think about how frequently a particular snack or dessert is being offered.

Where appropriate, offering children a varied diet containing vegetables, fruit, pulses, grains and suitable sources of protein can help build healthy eating habits.

Parents should also be cautious about assuming that a product labelled as "fruit", "organic" or "natural" is automatically low in sugar.

For babies and young children, dietary needs change rapidly with age and development. Parents with concerns about feeding, nutrition, allergies or their child's growth should speak with a health visitor, GP or appropriately qualified healthcare professional.

The bigger picture

The latest findings serve as a reminder that packaging can tell only part of the story.

A brightly coloured packet featuring fruit, vegetables or wholesome-looking ingredients may create the impression of a nutritious choice, but the nutritional information provides a clearer picture of what is actually inside.

With the Government's February 2027 deadline approaching, the baby food industry is under increasing pressure to reformulate products and improve transparency.

For parents, the simplest lesson is not to panic over individual foods, but to become more label-aware. Comparing products, limiting foods high in added sugars and providing variety can help parents make informed choices.

Ultimately, baby food should make feeding children easier, not make healthy choices harder to identify.

Source: This article is based on findings reported by Which? and coverage published by The Sun on 1 September 2026. The original Which? research assessed more than 800 baby food and drink products sold through major UK supermarkets.

Disclaimer: This article is intended for general information only and does not constitute medical, nutritional or dietary advice. Every child has different nutritional needs depending on their age, development and circumstances. If you have concerns about your baby's diet, growth, allergies or feeding, consult your GP, health visitor, dietitian or another qualified healthcare professional.