20/12/09
Mums hoodwinked by manipulative food manufacturers
Nine out of
ten (92%) mums are misled by tactics manufacturers use to market
children’s foods loaded with fat, salt and sugar a British Heart
Foundation survey revealed today (1).
The survey asked parents what they thought about statements such
as 'free from artificial colours and
preservatives' and ‘a source of calcium, iron and
six vitamins’.
It illustrates how the nation’s mums believe they indicate a
product is likely to be healthy. Yet the shocking truth behind such
lines is:
- Wholegrain – 76% of mums
believe that 'wholegrain' means the product is likely to be
healthy.
For example Nestle state that Honey Shreddies are
'wholegrain' and can 'keep your heart healthy and maintain a
healthy body' yet a 45g average size serving contains more sugar
(13.6g) than a ring doughnut (9.2g) (2).
- Source of calcium, iron and 6 vitamins –
63% of mums think this indicates the product is
likely to be healthy. For example Coco Pops use this line on their
cereal and milk bars, yet per 100g they are higher in saturated fat
and sugar than the average chocolate cake (3).
- No artificial flavourings, no artificial
colourings – Nearly three in five (59%)
mums believe this indicates the product is likely to be
healthy.
The Natural Confectionery Company packaging states that Jelly
Snakes sweets have ‘no artificial flavourings, no artificial
colourings’ and are ‘natural’. Yet they contain more calories gram
for gram than black treacle (4).
As part of its Food4Thought
campaign the BHF examines how food manufacturers
manipulate parents through distracting health-like claims to market
breakfast foods and lunchbox snacks.
Peter Hollins, Chief Executive of the BHF said:
"Mums are having the wool pulled over their eyes by food
manufacturers.
"Smoke and mirror tactics means that foods targeted at children
and high in fat, salt and sugar are being disguised with partial
health claims suggesting they’re a healthy choice. Regularly eating
these types of foods could have serious implications for kids’
future health."
The survey also revealed that eight out of ten (84%) parents
supported calls for a single, front of pack food labelling
scheme.
An independent review commissioned by the Food Standards
Agency concluded that a single front of pack scheme
combining traffic light colours, guideline daily amounts and the
words high, medium and low would be the most helpful to shoppers
(5). But many food companies are resisting this system of food
labelling.
Peter Hollins said: “Partial health claims and
the mish mash of food labelling systems serve only to confuse
shoppers about the nutritional value of what they’re putting in
their shopping baskets.
"It’s time for food companies to stop making excuses, support
one system and ensure shoppers are given ‘at a glance’ information
about the foods they’re giving their kids."
Natalie Rogers, aged 33 and a mum of two from
Stratford-upon-Avon, said: “When I go to the supermarket I’m faced
with a barrage of different food labels and it’s difficult to tell
how bad a product is for my kids.
"If food companies truly cared about us as customers they would
welcome a clear and consistent food labelling system which would
help me make healthy food choices. Surely food companies have
nothing to fear in clearly revealing what’s in their products?"
The survey and report was conducted as part of the BHF’s
Food4Thought campaign
aimed at tackling childhood obesity. For further information on the
campaign visit bhf.org.uk/junkfood
For more information, please contact the BHF Press Office on
020 7554 0164 or 07764 290381
(out of hours) or email newsdesk@bhf.org.uk
Notes to editors
- The BHF revealed the survey results as it revisited its
report 'How parents
are being misled' first published in December 2008.
All the health claims examined in the survey were made by food
companies on products included in the report.
For a full copy of the report email newsdesk@bhf.org.uk
or call 020 7554 0164 or 07764
290381 (out of hours)
- The charity is also calling on the government to ban all junk
food advertising on television before 9pm and for
consistent junk food marketing regulations across all broadcast and
non broadcast media including websites, viral marketing and mobile
phone marketing.
(1) This research was carried out by TNS Omnibus between 24
November-10 December 2009 using an online survey. 1454 parents aged
between 16-64 years old with kids aged 15 or under were interviewed
from a sample representative of the UK population.
(2) 45g of Nestle Honey Shreddies (without milk) contains 13.6g
sugar. 45g is the serving size shown on the Nestle Honey Shreddies
website
http://www.cerealpartners.co.uk/brands/shreddies-honey.aspx
FSA’s composition of foods data shows a ring doughnut contains
15.3g sugar per 100g. An average doughnut weighs 60g and the sugar
content is 9.2g.
http://www.food.gov.uk/science/dietarysurveys/dietsurveys
(3) 100g of ‘Coco Pops Cereal and Milk bars’ contain 9g
saturated fat and 42g sugar
http://www.kelloggs.co.uk/products/cocopops/Bar/coco_pops_cereal___milk_bars.aspx
100g Chocolate cake (without icing)contains 6.4g saturated fat
and 28.8g sugar http://www.food.gov.uk/science/dietarysurveys/dietsurveys
(4) 100g Natural Confectionery Company Jelly Snakes contain 295
kcal.
http://www.naturalconfectionery.co.uk/jelly-snakes.aspx
100g black treacle contains 257Kcal
http://www.food.gov.uk/science/dietarysurveys/dietsurveys
(5) Front-of-pack nutrition labelling policy review, http://www.food.gov.uk/foodlabelling/signposting/policyreview
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