Could using sugar warning labels on commercial baby foods reduce intake of free sugars? A qualitative study

High intakes of free sugars (FS) are associated with the development of obesity and dental decay, with origins in the first three years of life. The World Health Organization recommends introducing front-of-pack sugar warning labels on commercial baby foods (CBFs) to help reduce FS intakes. This study identified the facilitators and barriers to reducing intakes of high-sugar CBFs and assessed the potential impact of using sugar warning labels on CBF on feeding patterns, including FS intake. Online interviews were conducted with parents of children aged 6–35 months living in England. Purposive sampling was used for diversity in ethnicity and socioeconomic status. Facilitators and barriers to reducing intake of high-sugar CBFs, and the potential impact of adding sugar warning labels were assessed using thematic analysis and the Capability Opportunity Motivation Behaviour (COM-B) framework. One-to-one interviews were conducted with 25 parents between January and April 2025. Parents knew sugar was unhealthy and actively tried to limit their children’s intake. Barriers to reducing high-sugar CBF intake included an inability to identify high-sugar products, confusion arising from ‘no added sugar’ and ‘only natural sugar’ claims, and health-halo messaging such as ‘0% junk’. Most parents were unaware that pureeing fruit releases sugars or that whole or chopped fruit is recommended as soon as children can safely manage these. Parents described the amount of information on labels as overwhelming and every participant believed SWLs would be helpful and should be used on CBF. Analysis showed using sugar warning labels could support reductions in high-sugar CBF use by facilitating product comparisons; however, they would not overcome the influence of misleading claims and marketing. Sugar warning labels could enable parents to compare CBF products and reduce the FS intake of children under 36 months. However, there is a need for additional label changes (e.g., removing ‘no added sugar’ claims), marketing restrictions and clearer guidance regarding recommended alternatives (e.g., fresh fruit) to more effectively support healthier feeding behaviours. These findings have direct implications for regulatory decisions on CBF labelling and marketing policy.