What parents are up against - the kids' sugar category

“My 6 year old daughter was drawn to and bought a juicy drop pop today as a result of the quirky and fun packaging.” (Zoe Hall)

You may have seen the products in the supermarket aisles or on the shelves of your local corner store.  These sugary products are the ones plastered with Disney Princesses and Star Wars characters, or images from children’s films such as Life of Pets and Despicable Me. They are the ones in colourful, fun, ‘child-ish’ packaging and shapes. They are the ones with apps and advergames extending the appeal of – and children’s engagement with – the brand.

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Bazooka Candy is one of the worst offenders. It ticks all of the boxes above, and more. It proudly advertises in The Grocer magazine about “the sweet sales and sweeter profits” that retailers will gain by stocking its products. And it shouts about how many £millions the company is spending on marketing campaigns showcasing its movie tie-ins.

The biggest confectionery brands are often little better, despite their pledges and spin. Mondelez International, makers of Cadbury’s, has a “kids portfolio” and also directly pitches to mums, “so that they can share the products (with their children)”.  Kinder’s recent £3.6m promo, Kindernauts, encouraged kids to be creative through a dedicated website. They have just launched a £1.3m push for the Kinder Surprise pink-for-girls and blue-for-boys Easter eggs, which feature Barbie and Justice League characters. Kinder’s parent company, Ferrero UK, may currently be making a big deal about smaller portion sizes, but – because of their child-centred marketing campaigns – they sold an extra 23 million of those slightly smaller sugary products in the past year. 

“Trust, loyalty and love for the brand are as strong as ever” 
(Levi Boorer, Ferrero UK)

Help us counteract industry marketing and give parents the true picture
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Over the past few years we have won a number of battles against confectionery brands, holding them to account for their irresponsible marketing techniques and forcing them to withdraw some of their worst ads. And we have successfully pushed the Committee on Advertising Practice, the industry body that writes the rules, to strengthen those rules.

Tracking and exposing company marketing practices takes time and money
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But our job is far from done.  Packaging isn't covered. The use of licensed cartoon, TV and film characters to promote sugary products will still continue.  Question marks remain about how apps and Youtube advertising will be treated. 

We can’t leave it to industry to police themselves. We know they won’t. Last week, when I went to Brussels, I quizzed the head of CAOBISCO – the voice of chocolate, biscuit and confectionery manufacturers in Europe - on the ‘kids’ sugar category. Nothing he said gave us confidence that the industry will crack down on the kids' confectionery category.  The regulator is unlikely to either. But that’s where we come in.

Operation Eagle Eye

Help us launch a dedicated service keeping track of the marketing of food and drink to children. We want to be able to swoop down and take action where we feel brands are flouting the letter or the spirit of the new rules. We have nicknamed our plans ‘Operation Eagle Eye’.

Since we launched our fundraising appeal a few weeks ago, we have raised almost £15,000 for Operation Eagle Eye. That’s a good first step. But we really need to raise more to enable us to carry out our plans.  If you can give £20, and together we can get other supporters do the same, we will be well on the way to achieving our goal. 

>>> Yes, I can give a donation to support Operation Eagle Eye