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Home , Healthy diet

Carrots or Chemistry? The future of Children’s

Published by Organix Brands I January 2002

® Contents | Carrots or Chemistry?

Contents 2

Page 5 Executive Summary Page 6 Children’s in the UK - A review by the Food Commission Page 11 Children’s Food - A Survey Page 18 What parents think - a Mintel report Page 22 Guidelines for a food industry code of practice Page 24 What can parents do? Page 26 About Organix Page 27 Notes and acknowledgements Introduction | Carrots or Chemistry?

Introduction 3

Introduction by Lizzie Vann, founder and managing director of Organix

At Organix we believe the time has avoiding -related problems additives and flavourings and a come for responsible including heart , lack of confidence in either the manufacturers, retailers and and anaemia. food industry or the Government parents themselves to force the when it comes to taking In writing this report we have food industry to clean up its act responsibility for the of looked at: and give our children the quality of children. food they deserve. • Key areas of concern in the current regulation of • How the food industry I am constantly disturbed by the children's food can clean up its act way the food industry concentrates A review by the Food We include draft guidelines for a on the commercial aspects of its Commission covers the control Code of Practice, which aims to products, adulterating their of production, marketing and ensure that children's food offers appearance and taste, while taking promotion of foods for children better and higher levels a cavalier approach to nutritional and investigates the level of of purity than ordinary food. This values and their impact on information available to parents. would also result in parents children's eating pleasure, habits It concludes that focus and having more information, and future health. action is needed by both enabling them to make the right regulators and the food industry choices when feeding their Food for children, whether special in areas such as food quality, children. packs of chicken nuggets or education and food labelling. biscuits, or the 'Children's Menu' in • What parents a restaurant, frequently means food • The current state of themselves can do that is over-processed - over- children's food Eight key actions that parents coloured, over-flavoured and often Our survey of over 400 children's can take, from changing the high in , and . The foods covers everything from way they shop to working with focus of the food industry on breakfast cereals to milkshakes schools and other bodies to call making and marketing children's and confectionery. It identifies for better standards in children's food on the basis of convenience, problems with sugar, salt and food. price and kiddie appeal, means fat and the widespread use of that parents are faced with little food additives, including some There is no doubt that improving choice in feeding their children that are banned in other the future health of our children natural and nutritious foods. countries. depends upon significant changes being made to their diet and But children need safe, nutritious • What parents think nutrition. This level of change can and wholesome foods. What they Our state-of-the-nation research only be achieved by everybody eat affects not only their daily well- by Mintel International asked involved in producing, selling, being, but their long-term growth parents what they thought of buying and regulating children's and development. Good food gives their children's diets and the food working together. This report children a better chance in life - a foods and information available is just a starting point - let's see better chance of learning well, to them. The findings highlight a what we can achieve together! developing healthy bodies and high level concern about

Executive Summary | Carrots or Chemistry?

Executive Summary 5

What we found five are concerned with the • Stronger guidance from the amount of sugar in prepared Government is required for • While the baby food industry is foods. Our survey shows the parents and the food industry subject to strict regulation, this is labelling of children's foods is about the need to reduce levels not the case for food targeted at inadequate and confusing, of , salt and sugar children. Current legislation particularly in relation to the and increase consumption of governing food aimed at young levels of fat, sugar and salt. foods such as , children is inadequate and and high quality animal confusing. • Eighty per cent of parents products. cannot say they feel that special • There is a clear link between ranges of children's foods can • A code of practice should be nutrition and food choices on be relied on to help parents adopted by the food industry to the health of children in both the provide their children with a cover the use of colourings, short and long term. However, healthy diet. An average of five flavourings, fillers, preservatives, children are eating poor diets. additives were found in each of meat, labelling and pesticide They are consuming too much the children's foods surveyed. residues in children's food. fat, sugar and salt and not getting enough important • Fifty-six per cent of parents • Parents should be provided with and . expressed concern over the simple information outlining easy amount of artificial additives in steps to improve their children's • Modern lifestyles mean that prepared foods, whilst over a diets and protect them from parents are choosing third of children's foods foods produced irresponsibly. convenience foods which are surveyed contained colourings, often of poor nutritional quality. three quarters contained Only nine per cent of parents flavourings and a quarter can say they have no concerns contained preservatives. over the food they give to their children What we believe should be done • Many parents have a poor understanding of nutrition. Only • The Government should use the 30 per cent of parents are able baby food industry as a model to say they are confident that to introduce comprehensive new they have enough information to legislation, which regulates ensure their children have a children's food up to the age of healthy diet. Over 25 per cent of six years of age. This should children's food surveyed, include restrictions on the use of including many well-known additives, the maximum brands did not provide adequate allowable levels of pesticide nutritional information. residues, and guidelines on minimum levels of . • Almost 60 per cent of parents with children under the age of Children’s Foods in the UK | Carrots or Chemistry?

Children’s Foods in the UK A review by the Food Commission 6

The Food Commission is an independent food watchdog that has deficient in important vitamins and campaigned for many years for better food for children, and against minerals. Well over 90 percent of advertising and manufacturing practices that undermine good nutrition. 11-14 year-old girls, and over 80 Last year, the Food Commission launched its Children’s Nutrition Action per cent of boys, fail to reach Plan, to which Organix contributed. Through this work the Food recommended levels of intakes for Commission has highlighted the changes they believe need to be made potassium, magnesium and . to bring about a transformation in what children eat. The material below, Only one fifth of boys and girls in drawn from this work, reflects the opinion of that organisation. this age group get enough calcium7. The special needs of obesity, asthma and .1 Healthier foods and food choices children Why is it that in a can help to prevent the onset of developed nation like It is widely understood that what serious chronic conditions such as children eat not only affects their , coronary Britain, so many eat current health, but will also make a heart disease, osteoporosis, and a poor diet? significant difference to their health about one third of .2, 3, 4, 5 In 2001, a study by the Food in later life. The best chance for Before they reach their teens, Standards Agency showed that good health throughout life is to some children show the first signs 98 per cent of shoppers say their ensure that the foods that create of cardiovascular disease in the health and the health of their these building blocks are as pure, tissues of their arterial walls.6 and families is very important when nutritious and wholesome as by this age, girls have already they make food choices 8, but: possible. begun to lay down the nutritional base for their future pregnancies, • Many parents have a poor Nutrition is a subject of vital which in turn will affect the foetus understanding of nutrition;9,10 importance to all of those raising or and long-term health of their own caring for children. But it is a children.17 • Many parents find nutrition subject that is poorly understood. claims on children's food labels Nutrition labelling proves difficult to Data from the Government's misleading 9,10 or receive interpret. Many people do not National Diet and Nutrition Survey, confusing nutritional messages understand how to build a published in 2000 7, showed that from the fortification (with added balanced diet from the vast array of 92 per cent of children have vitamins and minerals) of fatty, processed foods on offer. Food intakes of saturated fat sugary foods11; manufacturers often exploit this exceeding the maximum lack of understanding and recommended level for adults; • Marketing techniques used for government advice often does not 83 per cent of children have children's food give unhealthy take into account the types of food intakes of added higher foods an unfair advantage over that most people eat. So they lack than the maximum adult healthier options12. For instance, the simple, good information that recommended levels, and over half they use popular cartoon enables parents to understand how of children eat twice as much salt characters, competitions and to feed their children well. as they should. Health advice tells pop stars in promotions, and us that almost all children should come with free gifts, tokens or Nutrition, food quality and food be eating smaller quantities of offers 13,14,9 And advertisements choices play a crucial role in the these key nutrients. In addition, on children's television for development of conditions such as many children are eating diets unhealthy Children’s Foods in the UK | Carrots or Chemistry? 7

foods far out number those for Clearly, improving children's food • The excessive and unnecessary healthier options 15. choices and eating habits will use of artificial additives to boost require action not only by parents sales of sugary, fatty and salty • Additives such as colourings but also by food manufacturers, foods. and flavourings, particularly in advertisers, retailers, health foods for children, make the advisors, schools, caterers, and • The advertising in schools, foods look and taste attractive, Government. children’s comics, on websites but mask low quality ingredients and elsewhere for and inferior nutritional quality What is being done produced without any regulation 16,11. by Government to and aimed specifically at address these children. • Low income parents, especially pregnant women on a low concerns? • The need for investment in income, frequently cannot afford Government re-introduced school facilities to ensure that the extra cost of buying healthier minimum nutritional standards for schools can produce nutritious foods 17,18,19,20,21. school in April 2001 1 and school meals. Government sponsored projects • Parents are frequently choosing have also been devised to offer The impact of foods that can be prepared breakfast clubs in schools a babyfood regulation quickly or that their child can eat healthier start to the day for the 'on the go', but these foods are 50,000 UK children who get no Because infants are particularly often high in fat and/or saturated breakfast at home 24. vulnerable and require a high level fat and/or sugar and/or salt 2. of health protection in the In 2001 the Department of Health regulation of babyfoods 26, strict • Cooking skills are not a part of launched the National School regulations cover babyfoods for the National Curriculum and Scheme to provide free fruit to both labelling and compositional many cookery teaching facilities primary school pupils in the UK 1. It criteria. However, at around one have been lost 6. gave funding to a national charity year of age - the end of 'weaning' - Sustain to develop curriculum the regulations disappear, as • Schools are increasingly a materials and activities to support though a baby had suddenly channel for food promotions Grab 5, a healthy eating campaign become an adult, with the same (such as books which encourages children to eat needs as an adult in terms of sponsored by companies five portions of fruit and vegetables nutrition and food purity from their promoting sugar-sweetened per day. first birthday onwards. If food for drinks 22, and school vending young children could be subject to machines filled exclusively with However, the UK Government is similar regulation to that covering fatty and salty snacks 23). A not addressing other key babyfoods, this would have a recent Food Standards Agency concerns, for example: significant impact on the quality of survey failed to find a school foods that children eat, and that did not take part in some • The excessive consumption of consequently, on their health. form of commercial food sugar-sweetened drinks (which promotion 9. has a direct relationship with In terms of nutritional standards increased risk of obesity 25), and food purity, baby food regulations specify: Children’s Foods in the UK | Carrots or Chemistry? 8

• Minimum levels for key nutrients human body needs to detoxify reasonable prices, in support of such as and thiamin, in after consumption. The kidneys improved health outcomes. cereal-based baby foods 30; and liver are the main organs of detoxification. The efficiency of the The food industry has taken some action in the form of retailer codes • A maximum additional content body in dealing with chemicals or product ranges that restrict of sucrose, fructose, glucose varies according to age. It is for suspect additives and do not syrups or honey, in cereal-based this reason that the government advertise poor quality foods during baby foods 30; conforms to EU law, which bans the use of all colourings in baby children's television time. Autumn 2001 saw the launch of a Food • A minimum and food and restricts the use of many Standards Agency forum to minimum meat content, for other types of additives that can be discuss voluntary schemes to foods described in particular used in their manufacture 31. encourage retailers to improve the ways 30; What about older nutritional quality of foods available in their stores, particularly foods • That (salt) should not be children? aimed at children. added and must not breach a limit in natural form 30. When it comes to foods A number of project-based consumed in large quantities by initiatives have been introduced, • An EU Directive that comes into children there are no such such as support of the Grab 5 force in July 2002 set stringent regulations. campaign. These projects may maximum limits for pesticide reach hundreds or thousands of residues (to a level of 0.01mg/kg • There is no requirement for full participants, However, they rely for all pesticides) in baby foods, nutrition labelling 32. upon temporary or sporadic because current regulations for funding, and the goodwill of pesticides are inadequate when • There are no special rules commercial organisations for setting limits for babies, given restricting the use of additives whom is not the their special vulnerability and that can cause or exacerbate primary objective. Such schemes developmental needs 30. behavioural and/or health can illustrate possible ways problems for some individuals 33. forward, and can supplement and • Babyfood labels must also reinforce . Their declare an appropriate age (not • There are no guidelines on voluntary codes of practice are a less than four months) from declaring the presence of start, but are not enough. which the food can be used, the suspect additives, apart from a presence or absence of gluten few that can cause very serious What children need is a national and key nutrients of each food reactions, such as the artificial food and nutrition policy, enacted expressed per 100g or 100ml sweetener aspartame, subject to in a consistent manner throughout and per serving 30. strict labelling requirements on government and all service all foods. provision, reaching all children. In addition, the majority of food This means a coherent policy at additives such as colourings, • There is no special national, regional and local level - flavourings, preservatives, and compositional or nutritional wherever parents and children emulsifiers, are created using criteria to ensure that all children make their food choices. chemical processes, which the can eat high quality food, at Children’s Foods in the UK | Carrots or Chemistry? 9

The fluid, competitive, market- measures would be equally This work now needs to be taken driven industry that creates available to all children, whatever further, with the FSA being given children's food has proved itself the income of their families 27. responsibility for co-ordinating to be ill-suited at improving the Crucially, because the health of Government policy and advice to nutritional and purity quality of children is a responsibility of all parents and the food industry children's foods, without the Government departments, from about the need for a dramatic assistance of strong regulatory agriculture to health and improvement in the quality of foods guidance. A clear Government education, it is essential that all that are eaten by children. framework, setting out departments are working towards coherent nutritional objectives, the same ends, with mutually We would like to see would offer a level playing field enhancing policies. The job of • Stronger guidance to parents on which manufacturers and making this happen falls squarely and the food industry about the advertisers could best operate. on the shoulders of the Food need to reduce the levels of Standards Agency. The FSA has saturated fat, salt and sugar and How can been considering for a while its increase the consumption of Government role in promoting better nutrition foods such as fruits, vegetables champion children's for children (after nutrition was and high quality animal products almost excluded from its initial that contain the nutrients that are health? remit, in 1997, in favour of a deficient in the diets of children Government must create coherent narrow focus on ). As policy that draws on workable an independent agency, the FSA is • Regulation that builds upon that schemes, supported by good potentially in a very strong position covering the baby food industry, science, to encourage and regulate to formulate achievable ways which stipulates, for those foods the provision of: forward and enforceable legislative that are either targeted at programmes. children ('Children's Foods') or • high quality nutrition, which form a large part of their Proposals for developing and diet: • increased physical activity, implementing a UK food and • A restricted list of additives that • excellent health advice, nutrition strategy were can be used. especially for young people commissioned by the FSA in 2001. • A maximum level of pesticide planning pregnancy These outlined the areas that the residue that can be found, FSA could be considering in order recognising the special vulnerability high standards of health care. • to take a broad view of public of young children to disruption by health in relation to food 29. The these chemicals compared to That policy would take into paper recognised that children's adults. Guidelines on minimum account the environment and diets are more easily modified than levels of nutrients sustainability - a high quality adults, as taste preferences are environment supporting good still being formed and a significant • Forums between Government health for everyone. proportion of children's eating and industry forming stronger takes place at school. It suggested regulation over the area of food And, taking its lead from the ways in which the FSA could take labelling and promotion. Acheson Report on inequalities in a lead, highlighting opportunities • Government sponsored surveys health, that same policy would for Government departments to and scientific research which not ensure that all progressive health work together. Children’s Foods in the UK | Carrots or Chemistry? 10

only track trends in eating habits and identifies problems, but which also look in detail at the effects of interventions such as the 'Grab 5' initiative, whole- school nutrition programmes and breakfast clubs. The way forward • Work to improve children's nutrition must help all children, whatever their backgrounds or family incomes.

• Nutrition cannot be left to the whim of the market, and must be central to all Government initiatives in this area.

• Initiatives must be sustained by a genuine commitment to improve children's health in the long term.

• Government, and particularly the FSA, must ensure that: • Nutritional standards for children's food are raised and maintained, • Rules governing food production/promotions support goals for better health, • Labelling and marketing of children's foods helps parents and children make informed choices. Children’s Food - A Survey | Carrots or Chemistry?

Children’s Food - A Survey 11

This section contains an overview of the state of children's food in the UK today. By studying specific food categories and looking in detail at the types of food that many children consume, we have identified key problem areas. How we did it During 2001, Organix surveyed 403 foods created especially for children and on sale in UK supermarkets and corner shops. We looked for foods that were packaged or portioned to be especially appealing or appropriate in size for children. In addition we examined foods that children consumed more than adults - for example, beefburgers, and savoury snacks. We looked at ingredients, nutritional information and the use of food additives.

The food groups that were surveyed were: confectionery; children’s breakfast cereals; children's soft drinks; milkshakes; desserts aimed at children; snacks aimed at children; cereal bars; cheese aimed at children; crisps and savoury snacks; frozen and fresh burgers.

Labelling Nutrition - a need for information

The Government published detailed • More than twice as much salt in • Government agencies ensuring surveys of what children were eating their diet as that recommended that parents understand the in 1995 and 2000. These surveys recommended levels of the key showed that, compared to • Not enough iron - one in five nutrients that their child should Government recommendations, children taking in less than the consume at different ages. For children are consuming: minimum level recommended, example, by widely publishing a with more than half of all older simple table showing what these • Almost twice as much of their girls being below this level. should be. energy from sugar as they should - the biggest sources • Not enough zinc - one in four • Manufacturers ensuring that the being soft drinks, sweets and girls taking in less than the levels of the 'eight key nutrients' cereals. (19 percent of energy minimum level recommended. that are covered by the Food from these sugars compared to Labelling Act are shown on the the recommened 10 percent) Many parents do not have this packaging of all foods targeted information. Even if they did, food at children, or which form a • One and a half times as much of labels do not help them to create significant part of their diet. All their energy from saturated fat more healthy choices. manufacturers of babyfoods compared to the level must comply with this recommended (15 percent of Organix believes that parents must requirement, but foods for older energy compared to 10 percent) have access to more information children are not covered by about children's diets. We would similar regulations. like to see: Children’s Food - a Survey | Carrots or Chemistry? 12

The 'eight key nutrients'are: Looking at labels Weight declaration Energy In its survey, Organix looked for It is impossible for parents or Protein the eight key nutrients on food children themselves to make any Fat labels. If they were not present we judgement about the nutritional looked for the 4 key nutrients values of the food unless they can Energy, Protein, Fat and find the weight of the food on the Saturated Fat Carbohydrate. packaging. Sugar Fibre What we found What we found Salt More than one in four (over 100 Eleven well-known brands did not foods!) of the 356 foods we show the weight of the product on Given the concerns about the poor examined did not show the eight the packaging of some or all of level of iron and zinc in the diets of key nutrients. Fifteen well-known their products. some children, we recommend that brands did not provide any the levels of these minerals should nutritional information on at least be shown on foods aimed at Percentage some of their foods targeted at children if one portion size can ingredient children. A further twenty-one contribute a significant amount of a brands did not provide more than declaration child's requirements. the basic four nutrients on at least We looked to see how many some of their foods targeted at manufacturers declared the children. percentage of each of their ingredients because this, again, helps parents to make choices 63% about the quality of foods they buy.

66% What we found Only nine out of 116 brands of organic and non-organic foods declared all the percentages of 47% 6% each of their foods. 158 foods 41% surveyed showed only the bare minimum to conform to legislation

29% in this area, and 142 foods did not 9% show any percentages at all. These

22% Crisps and Savoury Snacks foods are not complying with 18% 0% 5% 13% 0% legislation. 12% Frozen Frozen Burgers 9% Children's Children's Deserts Milkshakes Sweets bars Cereal Children's Cereals Children's Children's Drinks Fresh Fresh Burgers Children's Children's Cheese Dried fruit packs Percentage of foods surveyed Percentage

Children's foods with poor nutritional labelling

Only 4 nutrients shown

No nutrition panel Children’s Food - a Survey | Carrots or Chemistry? 13

their use in foods for children, and product contained seven dyes, of Additives sometimes in foods for the whole which five were either AZO dyes or We looked at how many additives population because better, more other dyes derived from coal were included in each food, and natural and less harmful colours tar -quinoline yellow, allura red, the average number of additives in are available, or because AZO dyes carmoisine, indigo carmine, and each food group. We defined have been found to trigger health brilliant blue. additives as foods you would not complaints in vulnerable people - use if making food at home. For for example, asthma attacks, Flavourings example, colourings, flavourings, rashes and hyperactivity. Flavourings are used to boost the gums, added sugars such as taste of a food because it contains glucose (dextrose), What we found less of the real ingredients than the fructose, maltose, lactose, Organix found 124 of the 356 consumer expects. maltodextrin and modified foods surveyed, or over one third, starches. If a manufacturer added to contain colourings. But there are less controls over vitamins and minerals into a food flavourings and flavour enhancers we counted this 'pre-mix' as one The worst culprits were sweets, than in most other areas of . savoury snacks, and children's manufacture - not least when it desserts. We found 82 uses of comes to labelling. The word What we found AZO dyes. 'flavouring' can be used to cover A total of over 1,800 or an average over 4,000 different chemicals. All of five additives were found in each One pack of cheese snacks, for a label has to declare is the word of the foods we examined. The example, contained the AZO dye 'flavourings' if the food contains average was particularly high in Sunset Yellow together with three any number of these chemicals. sweets, children's desserts, cereal other dyes. Artificial and nature-identical bars, breakfast cereals, children's One well known confectionery drinks and frozen beefburgers. 93% Colourings Dyes are used in food more for the 78% convenience of the manufacturer than the benefit of the consumer. They are usually used to mask poor quality ingredients and thereby mislead the consumer as to the content of food. 42% 41%

32% Some food dyes (colourings) in use in the UK are AZO dyes, which are 24% 23% Cereal bars Cereal colours originally derived from the 15% 0% 18% Dried fruit packs chemical processing of coal tar, but 14% are now produced entirely Crisp and Savoury Snacks verage number of foods with colouring in recipe Children's Children's Drinks Children's Children's Deserts Milkshakes Sweets Children's Cereals Frozen Frozen Burgers Fresh Fresh Burgers Children's Children's Cheese synthetically. Many countries A around the world have banned Use of colourings Children’s Food - a Survey | Carrots or Chemistry? 14

flavourings are made using enhancers such as monosodium B1 and can cause severe chemical processes rather than glutamate (MSG), guanosine and asthmatic reactions in sensitive extracts of real foods. They don't sodium 5-ribonucleotide, because people. A list of the preservatives often taste like the real thing these chemicals can cause thought to cause reactions are because they are not made from intolerance in some children. We shown on page 23, compiled with the real thing. found them especially in savoury the help of the Hyperactive snacks. Children's Support Group. What we found Two hundred and sixty three of the Preservatives What we found 356 foods that we examined Preservatives are chemicals that Ninety four of the 356 foods we (three-quarters) contained are used by manufacturers to delay examined, or just over one in four, flavourings. We suspect a greater the action of the microbes that contained preservatives. proportion of children's foods make food deteriorate, so help to contain flavourings compared to extend the 'shelf life' of a food. The worst culprits were burgers, those eaten by adults. This will be There are a few natural sweets and children's drinks. It the subject of a future report. preservatives, such as natural was of particular concern that acids and salt, but most of the some drinks targeted directly at The worst culprits were sweets, ones used in foods are very young children contained low cereal bars, crisps and savoury manufactured. Sometimes a levels of fruit juice, and snacks, and breakfast cereals, preservative itself can cause comparatively high levels of followed closely by children's adverse reactions in hypersensitive preservatives and flavourings. desserts and milkshakes, and people. Sulphur Dioxide (E220) frozen burgers. Of most concern is for example stops discolouration in the widespread use of flavour dried fruits, but also destroys

100% 100%

92% 89% 85% 81% 79%

67%

56% 53% 50%

42% 38%

31% 29% 28% 25%

0% 18% 0% Crisp and Savoury Snacks 16% Children's Children's Deserts

9% verage number of foods with preservatives in recipe verage number of foods with preservatives Frozen Frozen Burgers Children's Children's Drinks Milkshakes Sweets Children's Cereals Cereal bars Cereal Dried fruit packs Children's Children's Cheese Fresh Fresh Burgers verage number of foods with flavouring in recipe Frozen Frozen Burgers Children's Children's Drinks Children's Children's Deserts Milkshakes Sweets Children's Cereals Cereal bars Cereal Crisp and Savoury Snacks Dried fruit packs Children's Children's Cheese Fresh Fresh Burgers A A

Use of Flavourings Use of Preservatives Children’s Food - a Survey | Carrots or Chemistry? 15

than our target of 10 percent were not surprised to find that the Fat, sugar saturated fat. average sugar content of sweets and salt was 66 percent, with some What we found products containing as much as 83 The government's own National Unfortunately some foods had percent. Diet and Nutrition Survey (2000) poor labelling and did not show showed that nine out of ten the saturated fat level. For those Of the other foods, dried fruits children eat more saturated fat that did, very few contained more contained on average 58 percent than is recommended for adults, than 30 percent fat or 10% sugars, and children's breakfast eight out of ten eat more sugar saturated . cereals 36 percent. Cereal bars than the maximum adult had 33 percent. recommended levels, and over half Sugar of children eat twice as much salt In the sweet foods, we looked in Salt as they should. the panel to see if the The average salt consumption of sugars level was higher than 30 salt by young children in a recent Fat percent- about half the level found Government survey was over twice Organix looked at the nutrient in confectionary. the recommended level at just over panels of the foods we surveyed. 3.5 grammes a day. We wanted to know that foods What we found eaten by children contained less Some foods did not show the Sodium is part of the salt molecule, than 30 percent fat. In addition, sugar level because of poor and the sodium content of a food we looked at which proportion of labelling. For those that did, we indicates its salt level. Salt is foods surveyed contained more usually present in foods at approximately 2.4 times the level

100% 100% of sodium shown on the label. The Government recommends 91% that a child under the age of four 84% should only consume 1.25g

75% salt/day, or if over four years of age, 1.725g salt/day.

While it is difficult to set hard and

50% fast guidelines for parents, as a rule

44% of thumb we looked for foods that 41% had less than 1percent salt - or 1g of salt in 100g of foods. This meant looking for those foods with 24% 0% 0% less than 0.4g sodium per 100g of food. Eating 100g of food with this level of salt would provide a Crisp and Savoury Snacks verage number of food with added sugars in the recipe Children's Children's Deserts Milkshakes Sweets bars Cereal Children's Cereals Children's Children's Drinks Frozen Frozen Burgers Fresh Fresh Burgers Children's Children's Cheese Dried fruit packs child with over half of its A recommended intake of salt. Use of

Children’s Food - a Survey | Carrots or Chemistry? 17

What we found 1.0% Not surprisingly we found the highest levels in cheese, and 0.9% savoury snacks. But we also found salt at over 1 percent of children's cereals, and beefburgers. The highest level we found was 1.8 percent sodium or 4.3 percent salt 0.6% in two savoury snacks. 0.5% 0.5% 0.5%

A small amount of either of these (20g) would provide a child with between half and 70 percent of their daily recommended maximum 0% 0.2% 0.2% 0% of salt. Children's Children's Deserts Many of the breakfast cereals on 0.1% Crisp and Savoury Snacks Children's Children's Cereals Sweets verage level of Sodium in the food Milkshakes Cereal bars Cereal Children's Children's Drinks Frozen Frozen Burgers Fresh Fresh Burgers Children's Children's Cheese Dried fruit packs sale contain over 0.7 percent A sodium (1.7 percent salt) which will Levels of sodium in children's foods provide 30 to 40 percent of the recommended daily maximum in a modest 30g serving. Given that more than 85 percent of children's cereals use flavourings to deliver their taste appeal, it is hard to justify such a high level of added salt, when this nutrient is causing such long-term health problems for children. What parents think - a Mintel report | Carrots or Chemistry?

What parents think - a Mintel report 18

Organix commissioned Mintel 34 to • A third of parents would like their • Over of a third of the parents of produce state of the nation children to eat more fruit and under fives also register concern research. This aimed to establish vegetables. about the level of artificial the attitudes of parents of children sweeteners and fat in under five towards their children's • 60 per cent of under-fives eat convenience foods, and the diets, the foods they prepare and savoury snacks at least once a pesticide residues in fruit and who they think should be giving week. vegetables. them the information they need to make informed choices on • More than a quarter of first The need for advice nutrition. A sample of 4,000 adults children and nearly a third of on children's nutrition was questioned, of which 600 were second children under five are parents with children under the age inclined to be fussy eaters. Nearly a third of the parents of five. The fieldwork was carried interviewed (31 per cent) would like out in October 2001 by BMRB. • 65 per cent of parents are their children to eat more fruit and unable to say their children are vegetables and around a fifth of Highlights eating a variety of foods. parents would like their children to eat fewer crisps, snacks and • Only 9 per cent of parents can • Almost half the parents of under sweets. Only 30 per cent of say they have no concerns over fives are worried about the parents can say they are confident the food they give to their amount of salt in prepared foods they know enough about nutrition children. (48 percent). to ensure their children have a healthy diet. • Almost 60 per cent of parents 60% with children under the age of five are concerned with the 55% amount of sugar in prepared foods. This is closely followed by 48% concerns over the amount of artificial additives such as colourings, flavourings and preservatives in prepared foods (56 per cent).

• Only 30 per cent of parents are able to say they are confident that they have enough information to ensure that their children have a healthy diet. No concerns

8% • 87 per cent of parents cannot

say they feel that special ranges Amount of sugar Amount of additives Amount of salt Percentage concern Percentage of all parents of children's foods can be relied on to help them provide their Parents concerns about the foods their children eat children with a healthy diet. What parents think - a Mintel report | Carrots or Chemistry? 19

Sixty three per cent of parents with ‘Children's Food’ Which prepared children under the age of five see GPs and heath clinics as their foods are young Only a third of the parents of under preferred source of advice where children eating? fives think that children's food children's diets are concerned. ranges have been especially well Crisps and savoury snacks figured adapted for children's taste buds, Official sources of information, second on the list of prepared but 87 per cent cannot say they such as the Government and foods with 60 per cent of under feel these ranges can be relied on schools attract a quarter and a fives eating savoury snacks at least to help parents provide their fifth of respondents respectively. once a week. children with a healthy diet. Around a third of parents (34 per cent) see their family as one of the Yoghurts came top of the list, with A large number of parents, 43 per main sources of advice on 72% of under fives eating yoghurts cent, believe that these ranges are children's diets. at least once a week. over priced compared with adult food. Over a quarter, 27 per cent, A quarter of parents (24 per cent) Biscuits and sweets/chocolate are are concerned that many of these think that responsibility for within the top five options, with children's ranges were just as high nutritional advice lies with the food over half of children having these in salt and fat as standard manufacturers, with a fifth looking on a frequent basis. Lollies and ice ready-made foods. A quarter of to schools and to food retailers. cream are a regular part of the parents are also concerned that diets of 41 per cent of the under children's ranges may contain too fives. many artificial additives.

Processed meats, such as chicken nuggets and sausages, are also consumed by 53 per cent and 50

52% per cent of children respectively on a regular basis.

Fussy eaters eating more snacks 32% More than a quarter of first children and nearly a third of second 25% 25% children under five are inclined to 20% 20% be fussy eaters. Some parents with fussy children do recognise that their children need a healthier diet.

Lack of information is of concern to parents of fussy eaters, who are GP and Health Clinics Family Government Food Manufacturers Schools Retailers Parents preferred source of advice source preferred Parents uncertain about how to improve Preferred source of advice their children’s eating habits. What parents think - a Mintel report | Carrots or Chemistry?

What parents think - a Mintel report 20

There are also strong regional 72% differences, with significantly higher numbers of parents living in Yorkshire, the North East, Wales 60% 58% 57% and the West using crisps and 55% 53% savoury snacks as staple foods, 50% 47% 46% compared with those living in London and the North West. 41%

Overall, parents living in the North of the country are more likely to be allowing the under fives to eat confectionery regularly compared to parents of children living in the Southern half of the country. oghurts Y Crisps / Savoury Snacks Cereals Breakfast Biscuits Sweets / Chocolates Chicken Nuggets / Shaped Foods Sausages Soft Drinks Baked Beans / Lollies Ice Cream Percentage of children eating these foods regularly of children Percentage Young children are Top 10 childrens foods consumed most regularly not eating enough fruit and vegetables

Nearly a third of parents of the Only 23 per cent of those who average to be eating: under fives feel unable to say they described their children as fussy Yoghurt are satisfied that their children are eaters were confident that they had Breakfast cereals eating a healthy diet. enough information to provide their Sausages children with a healthy diet, Baked beans A third would like their children to Potato shapes compared to a 30 per cent national eat more fruit and vegetables and Cheese shapes nearly a quarter recognise that their average. Canned pasta children should be eating less Data shows that fussy eaters are Savoury snacks and crisps and snacks. more likely than average to be confectionery regularly given the following foods: These children are also unlikely to be eating sufficient fruit and Crisps and savoury snacks Young children from less affluent Biscuits households are more likely to be vegetables. 48 per cent of Sweets and chocolates eating savoury snacks and parents who describe their children Chicken nuggets and other shapes confectionary on a regular basis, as fussy eaters would like them Soft drinks than children from more affluent to eat more fresh produce, Burgers compared with the national Cheese triangles or shapes households. Regular consumption rises in the families with more than average of 31 per cent. Where parents say their children one child, reflecting perhaps are eating a wide range of foods, greater exposure to confectionery the children are more likely than as children get older. What parents think - a Mintel report | Carrots or Chemistry? 21

Half of the parents of feeding their young children. diets reflects government statistics under fives are When their children were babies, about consumption, or that organic over a quarter (27 per cent) bought food is growing in popularity, buying organic foods organic baby foods. Occasional given levels of concern about purchasers of organic fruit and food quality. Half of the parents with children vegetables represent around 30 under the age of five are buying per cent of parents with children But this research also shows a some organic foods for their young under five years old. Some 10 per potential link between fussy eating children. Looking at the largest cent of these parents also buy and the consumption of overly category of organic foods, fruit and organic baby food or organic fruit processed foods. Perhaps of even vegetables, 16 per cent are and vegetables mainly for the greater significance is that the regularly buying organic produce, children on an occasional basis. three-quarters of parents of young while 29 per cent described children with fussy eating habits do themselves as occasional Summary not feel they have the information to purchasers. In some instances, It is not surprising that parental help them provide healthy diets for parents are buying organic fruit concerns about the low level of their children. and vegetables, primarily for fruits and vegetables in children’s Guidelines for a food industry code of practice | Carrots or Chemistry?

Guidelines for a food industry code of practice 22

This document is intended as a Safe, Honest Safe Preservatives guideline for a voluntary Code of Flavourings Preservatives should not be used Practice. Organix believes this Foods for children should not in foods for children unless they are should be implemented by the contain artificial flavourings proven safe to their health. food industry and adopted by because children will get the best children's food manufacturers start in life by developing a taste Because such proof is not available without delay. for real foods in their early years. for the sulphite, benzoate, nitrite and nitrate families of Adopting this code may require They should also not contain preservatives, these should not be careful re-formulation and the flavour enhancers such as used in foods that are meant for additional costs of using real foods monosodium glutamate, guanosine consumption by children. If their rather than cheap additives. and sodium 5-ribonucleotide. use cannot be avoided, the food These give children an unrealistic should be labelled, explaining the These guidelines are designed to expectation of how food should potential that may help create a code which ensures taste, and can cause adverse occur in some vulnerable children. that food for children is essentially: reactions and intolerance in some • Safe children. If foods are not available without Nutritious • these particular preservatives, • Of natural taste • Honestly labelled, packaged and Parents should have a right to it would be best if parents could marketed with all the information know what their child is eating. find an alternative food that does that parents need Labels should state which not require preserving (e.g. many Safe Colourings particular flavour is used in a frozen beefburgers use less food, if it has to be there at all. preservatives than chilled Food for children should not beefburgers). contain colourings, whether Poor Nutrient Fillers natural, or synthetic, because they Because of the special need that Safe, Nutritious Meat set a false expectation of what children have for good nutrients, Children's food must be made with food looks like and may cause and the well known nutritional only high quality cuts of meat from adverse reactions in some children. deficiencies in the diets of many animals that have been fed on a children, manufacturers should vegetarian diet. It must not contain At the very least, all foods for avoid the use of processed lower quality ingredients such as children should not use colourings starches to 'bulk out' food, offal or mechanically recovered from the attached 'Dirty List', contributing little or any nutritional meat. Children need good nutrition which shows those colourings that value and often adversely affecting to build their bodies. Mechanically are banned in countries such as the taste. recovered meat (MRM) (those Scandinavia and the USA because portions of an animal carcass that of the strong evidence of Maltodextrin, starch, modified are stripped from a carcass and intolerance by some children or starch, and modified cornflour formed into foods after the high simply the perceived lack of need should be banned from use quality cuts of meat have been for them by those countries. The in foods targeted at or forming taken) does not provide nutrients list also includes those dyes that a significant part of the of the quality required by child health specialists believe may childrens’ diet. growing children. trigger health problems. Guidelines for a food industry code of practice | Carrots or Chemistry? 23

Honest, Informative analysis, analysis of the final foods Preservatives that Labelling should be carried out to ensure should not be used they do not contain residues at All foods for children should show greater than 10 parts per billion. in foods for children each ingredient with its percentage content. Colourings that No. Name E210 Benzoic acid The overall weight of the food should not be used E211 Sodium benzoate should always be shown. in foods for children E211 Potassium benzoate E213 Calcium benzoate All children's foods must be No. Name E214 Ethyl 4-hydroxybenzoate labelled to show at least the top E102 Tartrazine E215 Ethyl 4-hydroxybenzoate eight nutrients preferably in the E104 Quinoline Yellow sodium salt context of a child's daily needs. E107 Yellow 2G E216 Propyl 4-hydroxybenzoate This will enable parents and E110 Sunset Yellow E217 Propyl 4- children to make informed E120 Cochineal hydroxybenzoate decisions about the consumption E122 Carmoisine sodium salt of foods that could be high in salt, E123 Amaranth E218 Methyl 4- added sugars or fat. E124 Ponceau 4R hydroxybenzoate E127 Erythrosine E219 Methyl 4- Safe Ingredients 128 Red 2G hydroxybenzoate sodium Food manufacturers should avoid 129 Allura Red salt the risk of pesticide residues being E131 Patent Blue V E220 Sulphur dioxide found in their foods by E132 Indigo Carmine E221 Sodium sulphite endeavouring to adopt one of 133 Brilliant Blue FCF E222 Sodium hydrogen sulphite these routes in sourcing and E142 Green S E223 Sodium metabisulphite manufacture: E151 Black PN E224 Pottasium metabisulphite 154 Brown FK E226 Calcium sulphite 1.The use of organic ingredients 154 Brown HT E227 Calcium hydrogen whenever possible - these foods sulphite are grown using natural methods E230 Biphenyl and avoid the use of synthetic E231 2-Hydroxybiphenyl chemicals. OR E232 Sodium biphenyl-2-yl oxide 2.If ingredients are not organically E233 2-(Thiazol-4-yl) grown, the exclusive use of benzimidazole ingredients for which residue E239 Hexamine analysis has shown residues to be E249 Potassium nitrite at a level of less than 10 parts per E250 Sodium nitrite billion, OR E251 Sodium nitrate E252 Potassium nitrate 3.If ingredients are not organically grown or provided with a residue

Guide what can parents do? | Carrots or Chemistry?

What can parents do? 25

1. Understand your 3. Be cautious 7. Make Government child's dietary needs Avoid the ‘children's menu’ or listen For now, you cannot rely upon special children's packaging when Ask your child's school, your local either the food industry or the you buy food for your child unless education authority, and your Government to ensure that all you are sure that it is nutritious Member of Parliament to put foods eaten by children are and wholesome and free from pressure on the Government's suitable, safe or nutritious. It is unnecessary additives and fillers. Food Standards Agency to: down to you to be informed about the need to provide a healthy, 4. Be safe a. Set high standards for the purity wholesome diet. When you prepare food for your and nutritional values of those child, use only high quality cuts of foods that form a large part of Try to understand more about meat from animals that have been the diet of children. good nutrition - call Organix for fed on a vegetarian diet. If you details of good books and web cannot tell whether or not the meat b. Ensure that food manufacturers sites. Try to keep an eye on the that you buy in a shop or a improve the quality of the level of salt, sugar and fat that restaurant contains mechanically foods they sell for consumption your child consumes in the course recovered meat, don't buy it. by children. of a day, being especially watchful of the hidden salt, sugars and 5. Be informed c. Create stronger guidelines and fat contained in foods eaten Insist that the children's food you regulations for better labelling away from the home and in buy is adequately labelled with the and promotion of foods aimed convenience foods. weight, top eight nutrients, and at children. percentage of each ingredient. If it 2. Protect your child isn't, complain to the shop or the 8. Lobby for change manufacturer, and ask them to Until your child reaches its late Sign the petition on the Organix change their labelling. teens try to always buy food that website and send one of our is free from those colourings, postcards to Tony Blair asking for flavourings and preservatives that 6. Make change happen urgent action to improve children’s have been banned in other foods. countries, or are considered unsafe Write or e-mail and ask the by child health specialists such as manufacturers of the foods that the Hyperactive Children's Support you buy to adopt our voluntary Group (see list on page 23). Code of Practice for Children's Food (see page 22). Where possible, try to use organic Ask your supermarket to support foods and ingredients. They are this campaign. unlikely to contain any pesticide residues, and their rules prohibit the use of all synthetic colourings and flavourings. About Organix | Carrots or Chemistry?

About Organix 26

Organix Brands, based in the rest in an increasingly children, aiming to send a clear Christchurch, Dorset has competitive industry is the message to the food industry that campaigned persistently to commitment to food quality and it must listen to the concerns of improve the quality of children's child health of both its internal parents and improve the food since it was established ten team and its external partners. quality of foods sold for children. years ago. The company's The company employs people approach has always been to who take full accountability for Organix sells through the UK's focus upon the 'Four the way that Organix foods are largest supermarkets and beyond. Fundamentals' of sharing produced and who have a All foods are created to be information, being accountable to personal drive to improve the nutritious and tasty, and made parents, working with high quality quality of foods made available with 100 per cent organic ingredients, and producing foods for babies and children to eat. ingredients which are sourced with good nutritional values. New foods are created by a team from partnership farms. The full of parents who see new recipes range contains no additives, Lizzie Vann, founder of Organix, set through from idea to production. flavourings, thickeners, added out by devising recipes in her own sugar, processing aids or fillers. home before moving on to have The company works extensively them manufactured commercially. with the media and industry bodies But what sets Organix apart from to promote healthy eating for Notes and acknowledgements | Carrots or Chemistry?

Notes and acknowledgements 27

1. DoH (2000) Report: "The National School Fruit Scheme." London: Department of Health. 2. NOS (2001) Information booklet: "Healthy Bones." London: National Osteoporosis Society. 3. Food Commission (2001) "Children's Nutrition Action Plan: Policy recommendations to improve children's diet and health." London: The Food Commission. 4. The World Research Fund report on , cited in: Weeks, J.; Daly, B. (2000) "Food Policy: An effective way forward for oral ." Papers from the Oral Health Promotion Research Group annual conference held at the University of North London, 4th November, 1999. Eden Bianchi Press. 5. National Heart Forum (2000) "Healthy directions: Towards preventing coronary heart disease." Annual Review 1999/2000. London: National Heart Forum. 6. James, W. P. T.; McColl, K. A. (1997) "Healthy English Schoolchildren: A new approach to physical activity and food." Aberdeen: Rowett Research Institute. 7. Gregory, J.; Lowe, S.; Bates, C. J.; Prentice, A.; Jackson, L. V.; Smithers, G.; Wenlock, R.; Farron, M. (2000) National Diet and Nutrition Survey: Young people aged 4 to 18 years." Vol. 1, Report of the diet and nutrition survey. London: The Stationery Office. 8. FSA (2001) Survey: "Food Concerns Omnibus Survey" conducted by Taylor Nelson Sofres and Prepared for Food Standards Agency by COI Communications. London: Food Standards Agency/COI Communications. 9. FSA (2001) "Promotion of Food to Children: Report on Qualitative Research", October 2001. London: Food Standards Agency/COI Communications. 10.FSA (2001) Survey: "Consumer Attitudes to Food Standards", January 2001. London: Food Standards Agency/COI Communications. 11.Bonner, G.; Warwick, H.; Barnardo, M; Lobstein, T. (1999) Report: "Fortification Examined: How added nutrients can undermine good nutrition." London: The Food Commission. 12.Food Commission (2000) Survey: "Children's Food: Ten bad products for every good one", in The Food Magazine 49, April/June 2000. London: The Food Commission. 13.Food Commission (2001) Article: "Parents beware!: Encouraging kids to eat a junk food diet", in The Food Magazine 53, April/June 2001. London: The Food Commission. 14.Food Commission (2001) Article: "Guerilla marketing: Children are being bombarded with junk food ads at school, through email, the internet, TV ads and now even mobile phones", in The Food Magazine 54, July/September 2001. London: The Food Commission. 15.Dibb, S. (2001) Report: "TV Dinners: What's being served up by the advertisers?" London: Sustain, the alliance for better food and farming. 16.Food Commission (2001) Survey: "Additives make our diets worse", in The Food Magazine 55, October/December 2001. London: The Food Commission. 17.Dallison, J.; Lobstein, T. (1995) "Poor Expectations: Poverty and undernourishment in pregnancy". London: NCH Action for Children/The Maternity Alliance. 18.Watson, A. (2001) Report: "Food Poverty: Policy options for the new Millennium" London: Sustain, the alliance for better food and farming. 19.Davey, L. (2001) Survey: "Healthier diets cost more than ever", in The Food Magazine 55, October/December 2001. London: The Food Commission. 20.Leather, S. (1996) Report: "The making of modern malnutrition." London: Caroline Walker Trust. 21.Lang, T. (November 2001) Speech: "Food Justice, the campaign for the Food Poverty (Eradication) Bill", given at the Food Justice Campaign launch meeting on 14th November 2001 at the Emmanuel Centre, Westminster. See: www.foodjustice.org.uk 22.Jazzy Books, produced by JazzyMedia Ltd. 112-114 Great Portland Street, London W1N 5PF; www.jazzybooks.co.uk 23.Rundall, P. Various research conducted by Baby Milk Action into marketing activities in schools. 24.Hattersley, R. (2001) Article: "50,000 kids go without breakfast: If parents won't ensure children are fed, the state must intervene." in The Guardian, 26/11/01. 25.The Lancet (2001) "Relation between consumption of sugar-sweetened drinks and childhood obesity: A prospective observational analysis." Vol 357. February 17, 2001. 26.FSA (2001) Draft regulatory impact assessment: Introduction of maximum pesticide levels in infant formula and follow-on formula (Annex C). London: Food Standards Agency. 27.Sustain (2001) Report: "Food Poverty: Policy options for the new millennium" London: Sustain, the alliance for better food and farming. 28.FSA (2001) Press release: "Big drop in salt levels in bread," issued 29/11/01. London: Food Standards Agency. 29.Longfield, J. (2001) "Proposals for the role of the UK Food Standards Agency in developing and implementing a UK food and nutrition strategy," working paper commissioned from Jeanette Longfield, Coordinator of Sustain: The alliance for better food and farming, on secondment to the Food Standards Agency, March 2001 (unpublished). 30.Weaning Directive 96/5/EC and 99/39/EC, SI 1997 no.2042 and 2000 no.1510 31.Colours in Food 95/45/EC amended 2001/50/EC, SI 1995 no.3124 and 2001 no.3442 32.Food Labelling 90/496/EC, SI 1996 no.1499 33.Food Additives 95/2/EC amended 2001/5/EC, SI 1995 no.3187 and 2001 no.3775 34.The Mintel Group, contact Helen Osman, tel (44) (0)207 606 4533 Our thanks to: the Organix Parent Panels, Dr Jane Morgan, MSc PhD, SRD, RPH Nutr., reader in childhood nutrition, University of Surrey, Hilary Berg and Jeannette Riley of Leapfrog, Destine Frappe, Natalie Wood, Marie Van Hagen, Dave Matthews, Dr Paula Smithson and Hayley Stratten.

For further information and to contact us please use the details below or e-mail to [email protected] Organix Brands plc, Knapp Mill, Mill Road, Christchurch, Dorset BH23 2LU Tel (44) (0)1202 479701 www.babyorganix.co.uk