NEWS FEATURE
10 ASIAN TRADER 30 MAY 2025
espite recent media investigations
exposing alarming nutritional flaws
in baby food and ready meals,
consumer buying habits continue to remain
largely unchanged, forcing independent
retailers to walk the tightrope between
shopper trust and practical business deci-
sions, finds Asian Trader.
In the past few weeks, some headlines
were hard to miss.
A damning BBC Panorama episode alleged
misleading nutritional claims by major baby
food brands, while another report on ready
meals alleged scandalously high levels of salt
and fat. In all cases, the scrutiny of what’s on
store shelves was sharp and merciless.
But beyond the outrage and media buzz
was a more commercially loaded question:
how much do such exposés actually afect
consumer behaviour in-store, particularly in
convenience retail; and how swiftly should a
retailer react?
For many retailers, the answer is nuanced.
Contrary to media uproar as well as heated
discussions on online forums like Mumsnet,
most convenience retailers saw little to no
efect on sales or selection.
There were subtle shifts in shopper conver-
sation or increased scrutiny of product labels,
but overall there was no immediate sales
plunge following such media storms. In some
Pooja Shrivastava asks whether nutrition exposés
really shift consumer buying behaviour – or does
trust and inertia win out?
forum Mumsnet was abuzz with the
discussion – though the tone was more
resigned than disbelieving.
“They’re like microwave dinners for
babies,” wrote one user. “Fine in an emer-
gency, but not daily.”
Others voiced frustration over misleading
marketing, likening the pouch phenomenon
to “unnecessary follow-on formula” driven by
corporate profits.
“I always knew that the pouches would be
rubbish but was still shocked at just how
rubbish they are – I’d assumed some work had
gone in to making sure they contained
sensible amounts of RDAs [recommended
dietary allowances] for protein, vitamins and
minerals. But apparently not,” wrote another
Mumsnet member.
Ella’s Kitchen, singled out for its fruit
puree-heavy recipes and high sugar content,
was quick to hit back at the BBC findings.
In a statement, the company defended its
range as safe, nutritious, and supportive of
busy parents.
“We have always looked at what is on the
shelves and worked hard to create healthier,
better-for-little-ones alternatives that taste
good too.
“Over the past few years, we have worked
harder than ever to improve our products
even further, especially when it comes to
reducing naturally occurring sugars, and we
are not stopping there,” stated the public
statement.
While the Panorama episode sparked
strong reactions on social media, brands in
question like Heinz’s Sweet Potato, Chicken
and Veggies pouch remained widely available
and visually dominant on shelves. Shopper
baskets too did not show a dramatic exodus.
However, for some retailers, such reports
came as a red flag.
Experienced retailer Bobby Singh, who
runs BB Superstore & Post Ofce in West
Yorkshire, strongly feels that trust must be
earned and protected.
“As a retailer, I take concerns like these
very seriously,” he told Asian Trader.
“Parents place immense trust in the
products they buy for their children, and it’s
absolutely essential that this trust is hon-
Sugar, salt, and
shrugged shoulders
brands, it just might be the case of unshake-
able trust that the consumers have formed
over the years.
Either way, it is clear that headlines may
grab attention, but unless media outrage taps
into deeper consumer sentiment or is
followed by a policy change, its impact on the
aisles is limited.
The baby food category, however, carries a
diferent kind of emotional weight. For many
parents, trust in brands is paramount, and any
disruption to that trust can hit harder.
The Panorama report tested 18 popular
baby food pouches, finding many lacked
essential nutrients like iron and vitamin C.
Included in the investigation were leading
names like Ella’s Kitchen, Heinz, Piccolo,
Little Freddie, Aldi, and Lidl.
Some pouches reportedly contained more
sugar than a one-year-old should consume in a
day. Others were marketed for babies as
young as four months, despite NHS and WHO
guidance that solids shouldn’t be introduced
earlier than six months. Experts warned that
while convenient, these pouches should not
replace home-cooked meals.
The findings raise concerns about a
multi-million-pound baby food pouch market
that has become a household staple, valued
for its convenience and long shelf life.
Shortly after the Panorama report, online
Stay aware
Five things retailers can do to respond to media reports
questioning brands
1. Stay informed. Keep up with health reports, documentaries, and campaign findings.
Knowledge is your first line of defence.
2. Audit your stock. Take a hard look at high-risk categories like baby food. Consider
whether the brands you stock align with evolving shopper expectations.
3. Communicate clearly. Use shelf labels, posters or social media to highlight
reformulated, low-salt, or high-fibre options.
4. Engage your shoppers. Start conversations. Ask parents what they look for in baby
food, or whether health claims influence their ready meal choices.
5. Work with reputable brands. Back brands that are proactive about reformulation
and open about their ingredients.