A new study administered by the World Health Organization (WHO) has revealed nearly two-thirds of baby food currently sold in U.S. supermarkets contain unhealthy ingredients.
The substantive findings were published in the journal Nutrients on Wednesday, Aug. 21. Eight stores located in Raleigh, N.C., were surveyed between March and May 2023, Forbes reported. These include Target, Kroger, Costco, Ahold Delhaize, Publix, Sam’s Club, Target and Aldi. While data from the two other stores within the study, H-E-B and Safeway, was collected online.
According to the analysis, around 60% of 651 baby food products marketed to infants aged 6 months to 36 months in 10 retailers across the country have failed to meet nutritional and advertising guidelines. The study also found that 44% of products exceeded sugar recommendations and 20% went over sodium guidelines, in addition to 70% of the baby food failing to meet protein recommendations.
Another issue highlighted in the report was false advertising, as 99% of baby foods were discovered to have “misleading” marketing. Each product was found to have at least four prohibited claims with the most common phrases used being “organic” at 59%, “no artificial colors/flavors” at 25% and “non-genetically modified” at 70%, per Forbes.
According to Dr. Daisy Coyle, a research fellow and dietitian at the George Institute, the product names were also found to be misleading, with snack and finger foods typically coined as fruit or vegetables “despite primarily being made of flour or other starches.”
“The lack of regulation in this area leaves the door wide open for the food industry to deceive busy parents,” Coyle added in a statement to CNN.
Promotional guidelines state that a minimum and maximum age limit must be listed on baby food products and no false marketing of ingredients.
Under WHO’s nutritional standards for infants, flavored or sweetened drinks cannot be advertised as baby food. The organizations’ guidelines also include no addition of free sugars and concentrated fruit juice, sugar not exceeding 15% of overall calories, and a calorie limit in general for baby food.
“A concerned, well-meaning parent will read claims like wholesome and nutritious and will not only buy those products but spend more money on them because of the claims,” Dr. Mark Corkins, St. Jude Endowed Chair in Pediatric Gastroenterology at Le Bonheur Children’s Hospital in Tennessee, told CNN.
The brand names of the baby food products researched were not shared in the study.
