The 'healthy' baby foods that are full of sugar

Many supermarket baby and toddler snacks are high in sugar, provide low-quality nutrition and are sold in excessive portion sizes – and some are encouraged for very young babies against established health guidelines, new research shows.

A 2025 report by nutrition experts at the University of Leeds, funded by Which? and Sustain, has raised concerns about the state of commercial baby foods.

Issues include hidden sugar levels and dubious marketing practices that create a health 'halo' around certain products, leaving parents confused about their true contents.

Researchers assessed more than 600 food and drink products marketed for babies and toddlers under three years, at five of the largest UK supermarkets (Aldi, Asda, Morrisons, Sainsbury's and Tesco), and found a market dominated by highly processed purées and sugary snacks. 

They also found that outdated baby food regulations mean it's difficult for parents to navigate the baby food aisle with confidence, as clever marketing means many products seem healthier than they really are.

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Many baby snacks are too sugary

The researchers checked the baby food products against Nutrient and promotion profile model (NPPM) standards used by the World Health Organization (WHO). 

More than half of the products assessed contained high levels of sugar, with a quarter so excessive they would warrant warning labels under these guidelines.

A massive 89% of fruit products the researchers checked would warrant a 'high sugar' warning under WHO guidance. 

Fruit pouches with spouts were some of the worst offenders, containing high levels of free sugars. For example, Aldi Mamia Pears fruit pouch provides 92% of its energy from sugar. 'Excessive' is defined as more than 30% of energy coming from sugar in WHO guidance. 

These types of snacks are often also low in calories and essential nutrients such as fats and protein. Plus, the fact that they're puréed means they can be consumed quickly without chewing, which can encourage overeating. 

Professor Janet Cade, who leads the Nutritional Epidemiology Group at the University of Leeds and worked on the study, says:

'We need to help parents to protect young children because we know that diet in early life sets the scene for later health outcomes.'

How much sugar is in your smoothie? We compare popular options and explain what to look out for

Clever marketing creates a ‘health halo’

Researchers assessed marketing claims on the products and how they were presented. They found evidence of misleading claims and suggestive marketing that made parents think some products were a healthier choice than they actually were.

Many products emphasise convenience, healthfulness and sustainability on the pack, but have poor nutritional profiles or high sugar content.

For example, Ella's Kitchen Pear & Peach Baby Rice contains just 3% rice, and Heinz Apple & Oat Pudding is just 1% oats. This information is on the back of the pack, but the main ingredient in both is fruit, rather than the grains mentioned in the name on the front.

Researchers also flagged use of terms such as 'nutritionally balanced by experts', which implies products were inherently good for young children (but is ultimately meaningless), plus 'greenwashing' tactics drawing attention to sustainability claims to create a positive and healthful overall image. 

These included:

• 'We make healthy snacks for children just as nature intended' (Bear Paws Apple & Blackcurrant Fruit Shapes)
• 'Fruit made fun' (Fruit Bowl Strawberry Yogurt Flakes)
• 'Nutritionist approved, always organic, nothing artificial' (Piccolo Apple, Banana, Yoghurt and Strawberry Melties).

Many products contain sugar from ingredients such as concentrated apple or grape juice, often disguised by claims such as 'naturally occurring sugars' or 'no added sugar'.

When the researchers spoke to 1,000 parents via a survey and focus groups, the perception was that these products were well regulated and healthy, and parents were shocked to discover otherwise. 

Seven out of 10 parents surveyed agreed there should be front-of-pack warnings on products with high sugar levels.

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Inappropriate age recommendations contravene official guidance

Also concerning was the finding that a number of products had on-pack advice that undermines NHS and WHO public health guidance by promoting weaning too early. 

Official guidelines advise weaning from six months, but 20% of cereal products and 33% of fruit and vegetable products the researchers checked stated they were suitable from '4+ months'. 

Parents surveyed for the study told researchers they felt confused by the conflicting advice given on food labels compared with government guidelines. One said: 'It's kind of like you've got two different sets of advice.'

What needs to change?

The Leeds Baby Food report raises concerns about systemic problems in the baby food market, including a lack of nutritionally appropriate products and irresponsible marketing.

It also highlights that current baby food regulations are outdated and insufficient for today's market. 

The high fat, salt, sugar rules (HFSS), which regulate junk foods and prevent them, for example, being promoted next to the tills in stores, don't apply to baby foods. Plus, outdated baby food regulations create a loophole that leaves parents struggling for clear guidance in the aisles.

Sue Davies, Which? Head of Food Policy, says: 

'It's unacceptable that so many foods and snacks aimed at babies have such poor nutritional quality and high sugar levels.

The government urgently needs to update the out-of-date laws for commercial baby foods to ensure that there are tighter controls on their composition – including limits on their sugar and salt content – and that labelling is clear and upfront. 

It also needs to clamp down on any misleading marketing claims that suggest products are healthier than they really are.'

The Leeds Baby Food report proposes that the UK adopts existing WHO guidance covering nutritional, marketing and packaging profiles (NPPM), alongside other recommendations from their research. These include:

• Regulations to set maximum sugar levels for meals and snacks.
• Products high in sugar should include a front-of-pack warning to clearly signpost information to parents and to close a loophole (products can't rely on high fruit content to appear healthy). 
• More savoury snacks and meals. First weaning foods (six to 12 months) should include cereals, legumes, protein sources and fats rather than simple watery vegetable purées or sugar-rich fruit purées.
• Minimum age of six months for all products. 
• Purées should be in rip or seal pouches or jars, rather than squeezy tubes or pouches. Manufacturers should avoid unnecessary puréeing and increase product textures. Puréed foods should not be marketed for babies beyond 12 months. Pouches should have warnings not to eat from the pack.

Baby food brands respond

We reached out the baby food brands mentioned above for their comments:

Aldi said: 'Our fruit and vegetable first taste pouches can be used to introduce children to new flavours and full nutritional information is shown on the packaging. Any sugar in them is naturally occurring and would be the same in a fruit puree made at home.'

Piccolo said: 'Piccolo Melties are made from 82% fruit and 18% yoghurt. They are produced by freeze-dried technology that applies low pressure and low temperature to extract the water. This process ensures the preservation of the nutrients. To make 100g of melties, circa 350g of fruit and 100g of yoghurt are used.'

Ella's Kitchen said: 'There is nothing misleading about the name of this product. It follows strict legislation on how foods must be named,  and clearly reflects exactly what is in the pouch – pears, peach and baby rice – in order of quantity. Every ingredient, along with its percentage, is also shown prominently on the back of the pack, so parents can see exactly what’s inside. 

Our 'no added sugar' claim is legally approved. We never add sugar to our weaning products; all the sweetness comes naturally from the fruit + veg we use to make them. We’re committed to being open and transparent about our ingredients and recipes, and always putting the safely of little ones first.'

Some brands haven't yet responded to our request for comment.

Advice for parents on healthier baby food choices

The Leeds Baby Food report includes tips for parents looking to improve the diet of their babies or toddlers:

• Where possible, opt for simple, homemade food.
• Swap fruit pouches, jars or fruity porridge for homemade porridge, natural yoghurt and whole or sliced fruit, or wholemeal toast.
• Choose savoury options, such as vegetable purée instead of fruit.
• Give children soft fruit and other foods to help them learn to chew.
• Avoid introducing food before six months, but ensure you move away from smooth, soft products once babies can handle more texture.

The Commercial Baby Foods in Crisis report, published in February 2025, is the result of a year-long study carried out by nutrition experts (Dr Diane Threapleton, Ali Morpeth and Professor Janet Cade) at the University of Leeds School of Food Science and Nutrition, and reviewed by the Obesity Health Alliance and The Food Foundation. 

You can download the full Commercial Baby Food in Crisis report on the University of Leeds website.

The research was funded by Which?, via the Which? Fund, and Sustain – the charitable alliance for better food and farming.

About The Which? Fund

Which? is a not-for-profit organisation wholly owned by the Consumers’ Association (registered charity no. 296072). 

The Which? Fund is funded by the Consumers’ Association. It offers grants to support research projects aiming to improve understanding of consumer harms affecting diverse and disadvantaged communities, and to develop evidence-based solutions to these issues.