The government says “additional or alternative measures” will be considered if businesses fail to implement these guidelines by February 2027.
Campaigners hope this would take the form of improved mandatory legislation. The government declined to specify if this was an option.
The guidelines apply in England only, but it’s expected that manufacturers will sell any updated ranges or products across the UK.
The British Specialist Nutrition Association (BSNA), an industry body that represents the biggest baby food companies including Ella’s Kitchen, Organix, Kiddilicious and Hipp Organic, told the BBC its members “have carried out significant improvements to recipes in recent years, including reducing sugar and increasing vegetable content, and continually review on-pack information”.
“We will continue to work towards the published guidelines,” it added. “Baby foods can play an important role alongside home-prepared meals and offer options for parents on-the-go.”
Heinz and Kiddilicious did not respond to the BBC. Organix and Ella’s Kitchen did not provide their own statements, referring us to the BSNA.
Piccolo said they “remain committed to evolving with the guidance to best serve families”.
Charlotte Stirling-Reed, a baby weaning expert and author, told the BBC that she hoped brands adhered “for the future health of children”.
She added that families should not feel guilty for having used the products.
“This is about making changes to the food products that are available for young children, not about shaming us as parents.”