Background: Encouraging the early development of healthy eating habits prevents diet-related chronic disease. It is well understood that highly processed foods with high amounts of sugars, salt and fats are a risk factor for non-communicable diseases. Commercial baby foods in ready-to-use squeeze pouches emerged in the global food market around 2012. The long-term effects of this now ubiquitous packaging on the quality of infant diets, baby food consumption and marketing are unknown.
Methods: To gain an understanding of the nutritional content and content claims of squeeze pouches for sale in Australia we conducted a mixed-methods product audit of 276 commercial squeeze pouch products. Analysis of nutritional content, texture and packaging labelling and serving size was conducted.
Results: From all products analysed we found only two were nutritionally adequate according to a nutrient profiling tool. Products were micronutrient deficient (low in iron-rich ingredients and calcium) while also energy dense and high in (free/total) sugars. Front of pack marketing messages included ingredient premiumisation, nutrient absence claims, claims about infant development and health, good parenting, and convenience. Claims of ‘no added sugar’ were made for 59% of pouches, despite the addition of free sugars.
Conclusion: From these findings it is evident that squeeze pouch products available in Australia are nutritionally poor, high in sugars and not fortified with iron. The marketing messages and labelling on squeeze pouches are misleading and do not support WHO or Australian NHMRC recommendations for breastfeeding or appropriate introduction of complementary foods and labelling of products. There is an urgent need for improved regulation of product composition, serving sizes and labelling to protect infants and young children aged 0-36 months and better inform parents.