Nine out of ten regular food items aimed specifically at children have a poor nutritional content - because of high levels of sugar, fat or sodium - according to a detailed study of 367 products published in the July issue of the UK-based journal Obesity Reviews.
Just under 70 per cent of the products studied - which specifically excluded confectionery, soft drinks and bakery items - derived a high proportion of calories from sugar. Approximately one in five (23 per cent) had high fat levels and 17 per cent had high sodium levels. Despite this, 62 per cent of the foods with poor nutritional quality (PNQ) made positive claims about their nutritional value on the front of the packet.
"Children's foods can now be found in virtually every section of the supermarket and are available for every eating experience" says Professor Charlene Elliott from the University of Calgary, Canada, and a Trustee of the Canadian Council of Food and Nutrition.
"Parents may have questions about which packaged foods are good for their children. Yet certain nutritional claims may add to the confusion, as they can mislead people into thinking the whole product is nutritious."
Only 11 per cent of the products Professor Elliott and her colleagues evaluated provided good nutritional value in line with the criteria laid down by the US-based Center for Science in the Public Interest (CSPI), a non-profit agency that received the Food and Drug Administration's highest honour in 2007.
The CSPI nutritional standards state that healthy food should not derive more than 35 per cent of its calories from fat (excluding nuts and seed and nut butters) and should have no more than 35 per cent added sugar by weight. They also provide guidance on sodium levels, ranging from 230mg per portion for snacks through to 770mg per portion for pre-prepared meals.
CSPI's standards are adapted from those developed by the National Alliance for Nutrition and Activity, a coalition of some 300 health and nutrition organisations in the USA. The organisation states that its standards represent a compromise approach. They allow for the marketing of products that may not be nutritionally ideal, but that provide some positive nutritional benefits that could help children meet the US Government's Dietary Guidelines for Americans.
The 367 products included in the study were bought from a national supermarket chain stocking 50,000 food and non-food items in December 2005. Each had to meet very specific criteria.
"We included food products and packaging that were presented in such a way that children were the clear target audience" explains Professor Elliott, whose research was funded by the Canadian Institutes of Health Research. "They included products that promoted fun and play, had a cartoon image on the front of the box or were linked to children's films, TV programmes and merchandise."
Each product was subjected to a 36-point analysis that included the nutritional content and how the packaging was designed to appeal to children and their parents.
Key findings included: