Analysis of the presence of nutrient claims on labels of ultra-processed foods directed at children and of the perception of kids on such claims

Natália Durigon ZUCCHI,Giovanna Medeiros Rataichesck FIATES

doi:10.1590/1678-98652016000600007

Natália Durigon ZUCCHI, Giovanna Medeiros Rataichesck FIATES

Open Access

https://doi.org/10.1590/1678-98652016000600007

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Abstract

ABSTRACT Objective: To characterize the presence of nutrient claims on the front-of-pack labels of ultra-processed foods directed at children and gain insight on children' views about the presence of marketing strategies and nutrient claims on labels of ultra-processed foods. Methods: Analysis of images (front panel, nutrition facts table, and ingredients list) of labels from 535 packaged foods with marketing strategies directed at children obtained in an audit-type survey conducted at a Brazilian large supermarket store. Food products with ultra-processed characteristics were identified, and the nutrient claims were quantified and described. Focus groups were conducted with children aged 8-10 years. Results: A total of 472 (88.0%) of the 535 packaged foods directed at children were classified as ultra-processed. Of these, 220 (46.6%) had one or more nutrient claims on their front-of-pack label (n=321), most (n=236, 73.5%) claiming the presence/increased quantities of vitamins and minerals. The most common 'free/reduced' content claim regarded trans fat content (n=48). The focus groups allowed the identification of a noticeable influence of nutrition claims on children, who considered the emphasis important but were confused by the meaning and focus of such claims. Conclusion: Highlighted nutrient claims on the packages of ultra-processed foods were common and seemed to influence the children's perception of the products' quality as a whole. The results indicate the need of thoroughly reviewing the legislation on nutrient claims on the packages of ultra-processed foods.

Highlights

Food processing techniques have undergone many advances over the centuries
The results indicate the need of thoroughly reviewing the legislation on nutrient claims on the packages of ultra-processed foods
Information on the front-of-pack label, nutritional facts label, and/or list of ingredients of 535 packaged foods directed at children were analyzed to determine how many would be classified as Ultra-Processed Foods (UPF) according to the classification proposed by the Guidelines for the Brazilian Population[3]

Summary

Introduction

Food processing techniques have undergone many advances over the centuries. Technological innovations increasingly seek to facilitate preparation and transportation, generating packaged, refrigerated, or frozen pre-prepared foods[1]. Many foods introduced in the market taking advantage of these innovations are low in fiber and high in calories, sugar, sodium, and trans fats[2], and are classified by the Guidelines for the Brazilian Population as Ultra-Processed Foods (UPF)[3]. The use of nutritional marketing strategies and nutrient claims on UPF packages is common, even in UPF directed at children[4,5]. Marketing strategies aim to create positive associations with the food and package by employing mechanisms such as fun, functionality, and interactivity[6]. Nutrient claims are inscriptions that affirm, suggest, or imply that a food has particular nutritional properties related to its content of energy, CLAIMS ON ULTRA-PROCESSED FOODS | 823 proteins, fats, carbohydrates, dietary fibers, vitamins, and/or minerals[7]

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