BANT Unsurprised By ‘From Cradle to Grave’ Marketing Strategies Found by Public Health England’s ‘Commercial Infant and Baby Food and Drink: Evidence Review’
BANT (British Association for Nutrition and Lifestyle Medicine) is shocked but unsurprised that Public Health England’s (PHE) ‘Commercial Infant and Baby Food and Drink: Evidence Review’ found that food manufacturers of ultra-processed foods and drinks (UPFDs) are aggressively targeting the infant and baby food and drink market.
A recent article, published by BANT, quoted studies that showed that the greatest growth in UPFD consumption can be seen in the early-year age-groups. A study investigating early year consumption of UPFDs found that 40.3% of total energy intake of Brazilian 6-year old’s was from the UPFD category (Louzada et al., 2018).
The food industry has a very clear objective, to encourage the maximum consumption of UPFDs from cradle to grave. By introducing added sweetness to foods and drinks marketed as suitable, and even as healthy, for infants and babies, taste buds are being trained from the earliest age to crave sweet substances, establishing a faithful clientele for the future and creating the foundations for the obesity and related conditions crises.
Study after study has been published highlighting the links between UPFD consumption and all-cause mortality. BANT has repeatedly asked why the UPFD health risk is being taken so lightly and why the focus isn’t returned to the promotion of simple, wholesome ingredients? Nutrition education from the earliest age needs to be translated from theoretical worksheets and limited food preparation to active cooking classes. Without the reintroduction of home economics in schools many children never learn to cook with simple ingredients and as they in turn become adults, they are unable to pass food preparation knowledge to their own children. The vicious cycle fueling the reliance on ultra-processed, convenience food is well and truly established and is putting an unbearable burden on an individual’s health, let alone the nation’s healthcare services.
BANT continues to promote its Wellbeing Guidelines campaign to encourage the British people to eat more individual ingredients and avoid ultra-processed food. Going back to some old-fashioned values, such a family meal times, and improving the nations cooking skills to use fresh ingredients, will go a long way to help the obesity targets and health of the individuals.
BANT experts carefully developed a set of Wellbeing Guidelines, based on the latest science and research in the field of nutrition for optimal health. The BANT Wellbeing Guidelines were specifically designed to provide clear, concise, easy to understand information, avoiding out-dated information and research, and addressing some of the most common health concerns. The most frequent reasons people seek nutritional advice is for weight management and/ or for general health and wellbeing. These issues are addressed by BANT with the following:
BANT Registered Nutrition Practitioners are regulated by the Complementary and Natural Healthcare Council (CNHC) that holds an Accredited Voluntary Register (AVR) for the Professional Standards Authority for Health and Social Care (PSA). A recent report by the Royal Society for Public Health and the Professional Standards Agency made a key recommendation that AVR practitioners have the authority to make direct NHS referrals, in appropriate cases, to ease the administrative burden on GP surgeries.
As members of the CNHC Accredited Register, BANT Registered Nutrition Practitioners and other CNHC registrants, are the key workforce asset to harness 21st century lifestyle medicine to tackle the rising tide of stress related fatigue, obesity, Type 2 Diabetes, dementia and other chronic diseases.
To find a BANT practitioner, please click here: http://bant.org.uk/bant/jsp/practitionerSearch.faces
