UK charity Action on Sugar has called for products allegedly high in fat, sugar and salt (HFSS) to change their packaging so that they do not appeal to children.

According to research by Action on Sugar, which is based at Queen Mary University of London, some breakfast cereals and yoghurts still have an “unnecessary amount of sugars” despite both food groups making substantial reductions in sugars between 2015 and 2020.

The average amount of sugars per 100g in each company’s products was compared with packaging that would appeal to children, finding that 47% of surveyed cereals contained a third of a four to six year olds daily maximum sugars recommendation in one bowl. In the yoghurts surveyed, 65% contained a third of the daily maximum sugar intake for a four to six year old.

Action on Sugar has defined packaging that appeals to children as packaging that “includes the use of cartoon characters, animations, vibrant colours and familiar characters that strongly resonate with children”. Other inclusions are media partnerships, appealing offers (such as free games), activities on the back of a product, fun fonts and brand characters.

There are restrictions already in place to disallow the advertising of HFSS products during peak television viewing times for children, but none in place for product packaging. Action on Sugar has suggested a potential solution of redirecting “visually captivating packaging strategies towards healthier food products”, which are often sold in plain packaging.

HFSS multibuy deals lower shopping prices

The call for the removal of advertising that appeals to children on HFSS products follows a Government delay on banning HFSS multibuy deals, a move which was shelved until October 2025.

PM Rishi Sunak delayed the ban with the intention of preventing costs rising for customers struggling with their weekly shop.

The Prime Minister previously said: “I firmly believe in people’s right to choose – and at a time when household budgets are under continuing pressure from the global rise in food prices, it is not fair for Government to restrict the options available to consumers on their weekly shop.”

This news comes as Luton becomes the eighth local council to ban HFSS advertising within its town centre in what it claims is an attempt to combat obesity.