27/10/2026
❗❗This end of aisle promotion for unnecessary formula milks makes us so mad.
The NHS Long Term plan reports: "Danone [makers of Aptamil] has committed to never introducing a high fat, salt or sugar product targeted at children".
🍼 Yet, 'Just 2 beakers a day' of Aptamil 3 powdered toddler milk provides 10.2g of added sugar. This is 5.5% of the estimated average kcal intake for a 1–2-year-old just from this one product, when the Scientific Advisory Committee for Nutrition has advised that free sugars should not provide more than 5% of total dietary energy intake per day.
On 6th October 2026 PM Andy Burnham said "We don't let people sell food which damages health" ➡️
But diets high in sugar in the early years cause preventable tooth decay and drive excess weight gain.
🍐22% of five-year-olds in England have dental decay, rising to 32% in the most deprived areas.
🍐10.5% of 4-5 year olds in England are living with overweight/obesity, rising to 14% in the most deprived decile.
In 2023 SACN reported that formula milks are the top source of free sugars in the diets of 12–18-month-olds.
NHS recommendations:
🍐 Breastfeed exclusively for the first 6 months and continue alongside other foods for up to 2 years or more.
🍐Non- breastfed or partially breastfed babies under 12 months should be given infant formula (first infant milk). All first infant milks are nutritionally comparable regardless of brand or price.
🍐Follow-on formula is not necessary, despite being marketed for use from 6-12 months of age.
🍐Plain milk or water, in addition to breast milk, should be the main drinks given to children aged 1 to 5 years. Formula milks are not needed past 12 months of age.
Growing up and toddler milks and drinks marketed for children aged 1-3 years + are not subject to ANY specific regulations as regards nutrition composition or marketing. They are marketed as healthy, nutritious choices despite containing high levels of added sugar. This glaring regulatory gap is long overdue closure.
👏 Watch this space for our forthcoming updated policy briefing.
Sustain: The Alliance For Better Food And Farming HENRY Institute of Health Visiting Andy Burnham Sainsbury's Yvette Cooper Best Start in Life
