New Report from Bite Back 2030 Calls Out the Use of Dishonest ‘Health Claims’ on High Fat, Salt, Sugar Foods Targeted at Teens
“Companies are spending billions ont and deliberately misleading marketing that promotes unhealthy foods to young people.”
NEW findings released today by the youth-led movement have exposed the powerful, deliberate and dishonest marketing tactics being employed by the food & drinks industry to encourage teens to eat unhealthy products in ever increasing quantities. And the tactics appear to be working with 1 in 2 saying they are influenced by health claims on products and 73% of teens believing they are eating healthily.
At a time when the health of one in three children is at risk from having overweight or obesity, Bite Back 2030 is calling on the Government to introduce regulation to end the use of health and nutrition claims on products high in either (saturated) fat, salt or sugar; along with consistent portion sizing and reformulation across categories.
Don’t Hide What's Inside explored the eating habits of a thousand, 13-18-year olds in the UK and examined the impact packaging claims have on their perception of ‘health’. It reveals just how difficult brands are making it for young people to understand exactly what it is they are eating.
In partnership with researchers from Livity and Action on Sugar, Bite Back 2030 assessed what teens eat in a ‘typical’ day and identified the true nutritional content of over 500 ‘health halo’ food & drink products. They then analysed how healthy young people perceive these products to be and why
The results were truly shocking: half of respondents agreed that ‘so called’ health and nutrition messaging on ads, packaging and menus make them more likely to purchase a product.
The reality behind the products that use claims to create health halos is shocking. The research identified:
- Over half (57%) of all products surveyed are HFSSand would receive a red colour-coded nutritional information label
- Nearly two-thirds (62%) of all drink products were ‘dangerously’ high in sugar
- Less than 6% of products are meeting guidance on free sugar
Regulatory guidance is clear; a nutritional claim should state, suggest or imply that a food has beneficial nutritional properties, such as ‘no added sugar’ and a health claim should show the relationship between food and health such as ‘Vitamin C to increase iron absorption’. Whilst neither of these claims should be used to encourage or condone excess consumption, Bite Back 2030's research shows that manufacturers are misleading consumers to believe it’s healthy to eat products with health and nutrition claims in quantities that exceed dietary guidance.
For example:
Smoothies: Almost 9 in 10 young people think smoothies are healthy, but 76% of juices and smoothies would receive a red traffic light label. A typical smoothie is 83% of a teen’s or adult’s daily allowance of free sugars.
For example: Innocent Strawberries & Bananas 250ml contains a whopping 6 teaspoons of sugar per bottle and no traffic light label on the front to alert consumers
Marketed as ‘Enjoy as part of a healthy lifestyle and balanced diet. A source of Vitamin C which contributes to the normal function of the immune system. Never added sugar.’
Cereal bars: 8 in 10 young people are led to believe cereal bars are healthy, but in fact 81% would get a red traffic light label!
For example: Kellogg's Nutri-Grain Raisin (box of 6 bars) – each 45g bar has a massive 4.5 teaspoons of sugar
Marketed as ‘Nutri-Grain’ - Vitamin B12 contributes to the reduction of tiredness and fatigue
Source of iron.
Yoghurts: 9 in 10 young people think yoghurts are healthy, but 35% of the flavoured yoghurts teens are eating would get a red traffic light label
For example: Muller Corner Vanilla Chocolate Balls – each 130g pot has over 5 teaspoons of sugar and 4g of saturates
Marketed as having ‘no artificial preservatives, sweeteners or colours’ and a 'Source of Protein and Calcium.’
Jacob Rosenbeg (aged 17) a campaigner for Bite Back says:
“It should be easy for all of us to eat healthily; it isn't. Using health claims is just another example of how the system is rigged against us. It seems crazy that regulators have the power to dictate what information MUST be listed on packaging, but they don't control how foods are branded and promoted. Companies are spending billions on brilliant and deliberately misleading marketing that promotes unhealthy foods to young people. We can and must change that, and protect the health and futures of millions of children. We want companies to step up and be honest with us about the food we eat.”
Prof Graham MacGregor, Chairman of Action on Sugar and Salt, Professor of Cardiovascular Medicine at Queen Mary University
“It is morally indefensible for manufacturers to mislead shoppers into buying and eating food that looks healthy on the outside of the packet, when it isn’t healthy on the inside. We are in an epidemic of childhood obesity, and we support BiteBack2030’s call that this practice must end now.”
Katharine Jenner, Director of Action on Sugar and Salt, Registered Nutritionist
“This research has shown that misleading ‘healthy’ messages stop teenagers from looking at food labels more carefully, if they did, they would be shocked to find how many are highly processed with unpronounceable ingredients and packed full of salt, sugar and saturates. Food companies now have an opportunity to turn the tide on obesity by producing food teenagers are happy to buy and eat, and that will also allow them to live healthy lives.”
Dr Kawther Hashem, Campaign Lead at Action on Sugar and Research Fellow at Queen Mary University of London
"Considering that front of pack traffic light colour-coded labelling has been recommended for years and adopted by many companies, it is frustrating that big and perceived ‘healthier’ brands still refuse to use this form of helpful labelling. Consistent labels allow shoppers, at a glance, to see the huge variation in sugar levels.
Sonia Pombo, Campaign Manager for Action on Salt
"These food diaries confirm how easy it can be to exceed levels of salt, fat and sugar, with some teenagers eating as much as 4 times their sugar recommendations yet not even nearly meeting their 5-a-day fruit and vegetable intakes. Teenagers tell us they want to make healthy food choices, but despite their greatest intentions they are struggling. The healthier choice is by no means the easier choice, much to the food industry's benefit."
Sheena Bhageerutty, Assistant Nutritionist for Action on Sugar and Salt
“Some food and drink products may display front of pack nutrition labels, but many are based on completely unrealistic portion sizes, only including calories or don’t have any at all! The lack of nutrition information representing what teenagers actually eat, coupled with misleading health statements, makes it almost impossible for them to know if they are consuming a healthy balanced diet. We all have a right to know what’s in our food and so it is vital for the Government to make front of pack nutrition labels mandatory.”
About Bite Back
- Right now, the health of one in three children in the UK is at risk from overweight and obesity; ten times the number of 50 years ago. The world young people are growing up in is flooded with fast food, and healthy options are being pushed into the background by the billions spent advertising junk.
- Bite Back 2030 is a youth-led movement working to change that by redesigning the system to put child health first. That means healthy schools, healthy streets and healthy screens - everywhere, because children living in the poorest areas are twice as likely to be affected that their wealthiest peers.
- Our mission is to protect child health by halving childhood obesity by 2030, and to close the inequality gap.
- Bite Back was founded in 2019 by chef and campaigner, Jamie Oliver and philanthropist Nicolai Tangen.
About the research
Qualitative and quantitative research methodology
- A mixed method of qualitative and quantitative techniques were used to form this research. In addition, Action on Sugar analysed the National Diet and Nutrition Survey (NDNS) and food categories included in the Tackling Obesity advertising policy.
