Government Updates The Nutrient Profiling Model: A Turning Point for Children’s Health

For policies to work, the science behind them has to work. Nutrition science guides public health policy, so that it can make an actual difference to our lives.

We know that Big Food companies are purposely pushing unhealthy products, and making them appeal to children — our research has proved this again, and again. That’s why we’ve spent years calling on the Government to take action, including ending junk food advertising.

But what does advertising have to do with the Nutrient Profiling Model?

What is a Nutrient Profiling Model (NPM)?

The NPM is a nifty tool that scores a product based on the nutrients it contains, determining if it’s classed as high in fat, salt and sugar (HFSS) or as ‘healthier’. In practice, it’s used to decide which products can be advertised to children and placed at supermarket checkouts.

The version of the NPM that underpins these policies is more than 20 years old, and the science has moved on. We now know so much more about how food impacts our health.

And good news! The Government has updated the NPM to reflect the latest advice, namely lowering dietary recommendations for sugars and increasing those for fibre. By putting more emphasis on free sugars (which are added to foods and drinks or found in honey, syrups and fruit juices) products containing sneaky sugars will be taken out of the spotlight.

So, what does this mean for children’s health?

This is all important because right now, chocolate cereal, porridge soaked in golden syrup and sugary yoghurts are masquerading as healthy options, at a time when a third of 10/11-year-olds leave primary school at risk of food-related ill health in their future, and children are consuming 50% more free sugars and 40% less fibre than recommended. Updating the NPM is a necessary step to better protect children’s health and ensure our food policies actually reflect the evidence on what keeps people well.

What does the industry have to say?

So far, we’ve seen a range of responses from retailers and food companies, claiming that it’s too complex, too confusing, and too hard to calculate the free sugars.

But we’re not buying it. The evidence has been clear for a decade and brands have repeatedly shown they can innovate and adapt when clear rules are set. Plus, if junk food companies can come up with wacky crisp flavours, and ways to hide unhealthy products behind clever marketing, then surely they can improve what’s in their products.

Through our #CommercialBreak campaign, we’ve been calling for young people to be protected from the pervasive marketing tactics of junk food companies, and for the Government to improve and enforce legislation that prioritises children’s health.

The NPM update will mean that the policies we’ve been calling for can do just that. Sure, the policies aren't perfect, but progress rarely is. And we’re not waiting for perfection, we’re fighting for better.

Join us: check out our #CommercialBreak campaign, and add your voices to the thousands supporting us: