Explained: How 'Healthy' Labels on Children’s Food Often Don’t Tell the Full Story

Walk

through any supermarket aisle dedicated to children’s food and you are met with a sea of comforting words: healthy, nutritious, immunity-boosting, made with milk, no added sugar. For time-strapped parents trying to make the right choices, these labels often feel reassuring. Yet, behind the pastel packaging and cartoon mascots, the reality of what many children consume daily is far more complicated — and, at times, deeply misleading. Over the past decade, nutrition experts, regulators and parents alike have raised concerns that “healthy” has become one of the most loosely used terms in the food industry, especially when it comes to products marketed at children.

When “Healthy” Becomes a Marketing Tool

The problem begins with the absence of a universally strict definition of what healthy actually means on packaged food. In India, as in many other countries, brands are permitted to use broad wellness claims as long as they meet minimum regulatory requirements — even if the product is high in sugar, sodium or highly processed ingredients. A 2022 study published in the Indian Journal of Community Medicine found that more than 60 per cent of packaged foods marketed to children contained added sugars well above recommended daily limits, despite carrying claims such as “energy food” or “supports growth”. The study concluded that front-of-pack messaging often overshadowed the nutritional reality disclosed in fine print. This trust gap has played out repeatedly over the last decade. Government-backed studies question sugar-heavy health drinks, reports showing baby foods in developing markets carrying more sugar than identical products sold elsewhere. Parents have voiced a clear sentiment about packaged “healthy” foods, and that marketing has outpaced trust. “Parents read the big promises, not the ingredient list,” says Mumbai-based paediatric nutritionist Dr Anjali Menon. “And companies know this.”

Past Controversies That Raised Red Flags

This is not a new conversation. There have been several notable instances over the years that exposed how fragile trust in children’s nutrition brands can be: The health drink debate (2018–2019): A government-backed study questioned the nutritional claims of several malt-based health drinks, stating they were high in sugar and contributed little beyond calories. Sales dipped temporarily as parents began questioning daily consumption habits. Packaged baby food scrutiny (2020): An international report by a child nutrition advocacy group revealed that products sold in developing markets often had higher sugar content than the same brands sold in Europe — despite identical branding. Breakfast cereals under fire (2022): Multiple cereals marketed as “whole grain” were found to contain more sugar per serving than a plain biscuit, reigniting discussions around child-targeted advertising. Each episode followed a familiar pattern: public outrage, brand clarifications, and eventually, fading attention — until the next controversy emerged.

Why Labels Alone Aren’t Enough

Nutrition labels, while mandatory, are often difficult to interpret. Serving sizes can be unrealistic, percentages confusing, and ingredient lists intimidating for non-specialists. “Transparency isn’t just about disclosure; it’s about accessibility,” says Bengaluru-based public health researcher Dr Kavita Rao. “If parents can’t easily understand what they’re reading, the label fails its purpose.” This growing gap between disclosure and understanding has fuelled mistrust, pushing parents to seek clearer answers about what goes into their child’s food.

A Shift from Claims to Proof

Against this backdrop, initiatives that prioritise verifiable information over marketing language are beginning to stand out. One such example is the “Honest Report” introduced by Little Joys, an Indian children’s nutrition brand that has chosen to address scepticism head-on. Instead of relying solely on certifications or generic health claims, the brand now provides batch-wise, third-party lab-tested reports for its milk mix product, Nutrimix. Each batch is tested at NABL-accredited laboratories to verify protein content and screen for heavy metals — concerns that are rarely visible on standard packaging. Parents can access these reports by scanning a QR code on the product lid and entering the batch number, allowing them to see the exact test results for the pack they have purchased.

Why This Matters to Parents

For many parents, this level of traceability feels like a long-overdue shift. “I don’t want vague assurances,” says Pune-based mother of two, Neha Kulkarni. “If a brand claims something, I want to see evidence — especially when it’s for my child.” Speaking about the initiative, co-founder Revant Bhate has emphasised that trust must be earned, not assumed. “We teach our children that honesty is the best policy. It was important for us to practise the same,” he said, adding that no batch is released unless it clears all quality checks.

The Bigger Picture: Clean Labels and Accountability

Globally, the clean-label movement is reshaping how consumers evaluate food. Parents are no longer satisfied with buzzwords; they want clarity on sourcing, processing, and safety. Medical professionals believe this shift could have long-term benefits. “When brands are forced to back claims with data, product formulations improve,” notes Dr Menon. “That’s how real change happens.”

Reading Between the Labels

Until stricter regulations come into play, experts advise parents to remain cautious: Scrutinise ingredient lists, not just front-of-pack claims Be wary of alternative sugar names Compare nutritional values across brands Treat “health” claims as starting points, not guarantees As the conversation around children’s nutrition evolves, one thing is becoming clear: healthy should no longer be a promise — it should be provable. In an industry long driven by perception, transparency may finally be emerging as the new benchmark.