Xume Analysis Finds 26.6% Of Baby Cereals In India Contain Added Refined Sugar, Prompting Calls For Regulation

A recent analysis conducted by Xume, a grocery rating and recommendation platform, has revealed concerning findings regarding the sugar content in baby cereal products available in India. According to the analysis of 143 baby cereal products, 38 (26.6 per cent) were found to contain added refined sugar. 

The study, which comes in the wake of a report by Swiss NGO Public Eye highlighting discrepancies in sugar content in popular baby food brands, sheds light on the need for increased scrutiny and regulation in the food industry, particularly concerning products aimed at infants and young children. Refined sugars, including Cane Sugar, Sugar, Glucose Syrup, Sucrose, Malt Extract, Organic Sugar, and Organic Brown Sugar, were identified in 38 out of the 143 products analysed. Of these, a majority fell within the 0 – 8 months age bracket, with 16.3 per cent or 14 products containing added refined sugar. Furthermore, the analysis found that almost 43 per cent of the products included some form of sugar, whether refined or natural (such as honey powder, jaggery, or date powder). 

While the analysis covered 143 products across 19 brands, it is important to note that not all baby cereal products available in India were included in the study. Founder and CEO of Xume, Akshaye Jalan, emphasised the importance of transparency and consumer awareness in light of these findings. He stated, "Customers are actively seeking out brands and products that walk the talk. In the aftermath of the Public Eye report, we were inundated with questions about which baby products were safe for consumption." In response to the findings, Xume is developing a transparency rating system to provide insights on food products, including baby cereals, based on over 64 parameters assessing ingredients and nutrition. 

The analysis underscores the urgency for regulatory bodies, such as the Food Safety and Standards Authority of India (FSSAI), to address issues related to sugar content in baby foods. With increasing awareness about health and nutrition, there is a growing demand for healthier and safer options, especially for vulnerable groups like infants and young children.