21 Jul 2026 New research: Assessment of UK commercial infant and snack foods using the nutrient profile and promotions model
Food Active’s latest research has found that many UK commercial snack foods marketed for infants and toddlers fail to meet recommended Nutrient and Promotion Profile Model (NPPM) criteria, highlighting the need for product reformulation and stronger regulation to improve nutritional quality and better protect infant health.
This study examined a sample of commercially available baby snack and finger food products sold in the UK using the WHO Europe Nutrient and Promotion Profile Model (NPPM) and found widespread failures across multiple criteria, particularly in relation to added sugars, misleading marketing claims, and breastfeeding promotion standards.
Key findings:
- Most products met criteria for total fat (95.6%) and sodium (94.5%)
- 81.1% of products failed criteria for added sugars
- 96.7% failed on-pack promotional criteria, despite being marketed as healthy options
- None of the products fully met the breastfeeding protection and promotion criteria
The study also highlighted limitations of the current UK Nutrient Profiling Model, which classified most products as “healthy” despite poor compliance with broader infant nutrition and marketing standards. Given that 93% of UK children consume baby snack and finger foods at least weekly, the findings support calls for stronger regulation, mandatory reformulation, clearer labelling, and adoption of the NPPM to better protect infant health and reduce inequalities.
Read the full report here