Are Packaged Baby and Toddler Foods as Healthy as They Seem?

Feeding your little one can be a whirlwind of decisions, especially when the shelves are packed with convenient, ready-to-eat options for infants and toddlers. But just how nutritious are these products? Can you trust that the packaging or labels are accurate? With so many foods marketed as ‘organic,’ ‘no artificial colors/flavors,’ or ‘good for brain development,’ it’s easy to assume you’re making healthy choices. However, a recent study published in Nutrients sheds some light on the nutritional and promotional packaging of commercial foods marketed for infants and toddlers in the United States. The findings are eye-opening and highlight the importance of being informed consumers and finding balance in your choices.

Key findings from the study

Researchers took a deep dive into 651 packaged infant and toddler food products available at major U.S. grocery stores (of note, they didn’t mention the brands or items). They evaluated these products against the World Health Organization's Nutrient Profile and Promotion Model (WHO NPPM), a set of standards designed to ensure the nutritional quality and appropriate marketing of foods targeted at young children. Although these standards were developed for the European market, they provide helpful insight into the practices in the U.S. market.

Nutritional shortfalls

One of the most concerning findings was that nearly 60% of the products did not meet the nutritional standards. The most common issues included excessive sugar levels, low protein content, and the presence of added sugars or sweeteners.

Only 55.6% of products complied with the recommended limits for total sugar, meaning that nearly half exceeded the suggested sugar intake for children. Pouches are increasingly popular; however, only 30% met the recommended sugar limits.

Additionally, over 70% of snack products failed to meet the required protein levels. Some categories, like dry or semi-dry snacks, showed notable shortcomings in protein– only 3.3% met the protein recommendations.

Misleading labels

In addition to the nutritional shortcomings, the study revealed a troubling trend in how these products are marketed. Not a single product fully complied with the promotional standards of the WHO guidelines. Many products featured multiple claims on their packaging that could easily mislead parents into thinking they’re making healthier choices than they actually are.

On average, products displayed nearly five claims, with some featuring as many as eleven. These claims often created a “health halo” suggesting that the product is healthier than it actually is. For instance, labels like “organic, “whole foods” or “no artificial colors and/or flavors”  were used.

Many products also had misleading ingredient lists. Some snacks prominently featured fruits or vegetables in their names or images, yet these ingredients were often not the primary components. Instead, they contained more filler ingredients like flowers or starches, with the highlighted fruits or vegetables making up a much smaller portion of the product.

Another area of concern was the use of vague age labels. Terms like “sitter,” or “tots,” or “crawling baby” were used without clear guidelines. This can lead parents to believe certain foods are appropriate for their child’s developmental stage when they may not be.

What this means for parents and caregivers

Navigating the world of packaged baby and toddler foods can be tricky, especially when convenience and time are key factors in your day-to-day life. As a parent, I understand the appeal of grabbing a quick, pre-packaged snack for your little one when you’re on the go. For instance, I occasionally offer dry snacks like Gerber puffs, yogurt melts, or a pouch for Vera, especially when we’re out and about and need something quick and easy. However, these are not our daily go-to options or meal replacements– they’re more of a “sometimes” snack. When possible, we prioritize whole foods, like a banana, as a snack, and I am mindful to check for added sugars in products like pouches or snack bars for Ryaan. We usually aim to keep added sugars under 8g a serving for his bars for school and lean on naturally occurring sugars like in fruit. I also by Protein-rich bars (that kid loves his bars for snack time!). 

Balancing convenience with nutritional value is key. Here are a few extra tips to keep in mind!

Be skeptical of health claims

Just because a product is labeled as “organic” doesn’t automatically make it the best choice for your child. These labels can sometimes overshadow the fact that the product might be high in sugar or low in protein. It’s important to look beyond these claims and consider the overall nutritional content.

Check for added sugars

Pay close attention to the ingredient list, particularly for added sugars or sweeteners, which were found in a significant portion of the products reviewed. You can review the AAP tips to reduce added sugar intake.

Prioritize protein

Since many packaged snacks were found to be low in protein, it’s crucial to seek out options that include this important nutrient. Children don’t need as much protein as you may think, but it is an important part of their diet. The AAP has daily protein recommendations based on their age and a few tips to get more protein if needed. Protein supports growth and development, so look for snacks that incorporate protein-rich ingredients like yogurt, nuts (for older toddlers), or even whole grains.

Consider homemade alternatives

While packaged foods can be convenient, they often fall short nutritionally. Whenever you can, opt for whole foods or homemade snacks. Simple snacks like cut-up fruits, vegetables, cheese, or homemade snack bars can be just as convenient.

Balance convenience with whole foods

It’s completely understandable to reach for a packaged snack when you’re in a pinch, and there’s no need to feel guilty about it. The key is balance– using these options occasionally while making whole foods the foundation of your child’s diet. This approach allows you to enjoy the convenience of packaged foods without compromising on nutrition. I don’t worry about store-bought packaged foods as it’s part of our routine of fresh fruits, vegetables, and home-cooked meals. Just like I don’t feel guilty about take-out or frozen foods on our rotation. They all serve a purpose in balance and convenience.

A final note

This study highlights the nutritional gaps in many packaged snacks for babies and toddlers and the lack of clear labels and honest marketing from some companies. While these products can offer convenience, it’s important to find balance and make informed choices– it’s about making the best choices you can with the information and resources available to you.

Companies can do better by being more transparent and ensuring their products truly support the health of our little ones. As caregivers, being informed consumers means looking beyond marketing, reading labels carefully, and seeking out the best options for our families– while remembering that balance is key. Small, mindful choices make a big difference.

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