The Fuel Us, Don’t Fool Us Report

Maya a young pale girl with rosy cheeks and long straight dirty blond hair running past her shoulder, stands in a super market in front of an aisle of bright and colourful crisp packages.

We set out to find out the truth about the impact big food companies have on child health. Here’s what we found and what we plan to do about it…

Turns out, the majority of the biggest food and drink manufacturers – 7 out of 10 to be exact – are reliant on selling unhealthy products in the UK.* This is at a time when nearly 1 in 3 children face an increased risk of food related illnesses in their futures. The numbers are staggering:

Proportion and estimated value sales from unhealthy food and drinks**

Screenshot 2024-02-15 at 18.09.10

Read The Full Report

At A Glance Report

Appendices: Methodology & Manufacturer responses

We’re calling on these companies to do better by our health by selling healthier food options and less junk food. We also want them to quit the sinister marketing ploys that target children with unhealthy products.

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The Top Ten

So, how exactly do these companies show up on your supermarket shelves? Let’s take a look at the household brands they sell:

An intricate graphical representation of which brands each of the Top 10 food manufacturers own
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Company Spotlights

And how does what these companies say stack up against what they do? Here are their mission statements, alongside the reality of what they sell:

Ferrero And Related Parties

Graph showing 100% unhealthy sales

"Generation after generation, our commitment to creating value forms the basis for crafting our much-loved products in an ethical and socially conscious manner."


Graph showing 70% unhealthy sales

"We are Nestlé. The Good food, Good life company. We believe in the power of food to enhance lives. Our purpose is to unlock the power of food to enhance quality of life for everyone, today and for generations to come."

Mondelez International Inc

Graph showing 98% unhealthy sales

"All around the world, the lines between meals and snacks are blurring. Snacking – those moments when you reach for a delicious bite in between meals – is on the rise. But there is also a universal cultural tension… people don’t want to have to choose between snacking and eating right. That’s why, at Mondelez International, we empower people to snack right. This is our Purpose."

Kraft Heinz Co

Graph showing 33% unhealthy sales

"We provide consumers and their families with products they know, love and trust. Quite simply, we help feed the world – and we do it deliciously. We intend to grow consistently. We will do it sustainably – delivering growth financially year over year, while also doing it the right way by caring for the environment and communities where we live and work."

Kellogg Co

Graph showing 77% unhealthy sales

"Creating better days and a place at the table for everyone through our trusted food brands. We at Kellogg are committed to continuing our founder’s legacy by doing everything we can to leave the world a better place than we found it."

Mars Inc

Graph showing 72% unhealthy sales

"We are a global business of people and brands with a clear purpose. We believe the world we want tomorrow starts with how we do business today. Our vision is one where the planet is healthy, people and pets are thriving, and society is inclusive."

Unilever Group

Graph showing 84% unhealthy sales

"We are driven by our purpose: to make sustainable living commonplace. We want to do more good for our planet and our society – not just less harm. We want to act on the social and environmental issues facing the world and we want to enhance people’s lives with our products."


Graph showing 36% unhealthy sales

"Our purpose is to refresh the world and make a difference. We are committed to offering people more of the drinks they want across a range of categories and sizes while driving sustainable solutions that build resilience into our business and create positive change for the planet."


"Our mission: Create more smiles with every sip and every bite. By creating joyful moments through our delicious and nourishing products and unique brand experiences. By conserving nature’s precious resources and fostering a more sustainable planet for our children and grandchildren."


Graph showing 2% unhealthy sales

"At Danone, we believe that each time we eat and drink, we can vote for the world we want. Because our eating and drinking choices have an impact on our own health and also the health of our society and the health of our planet. So at Danone we believe in building a healthier future through food."

What Now?

Does all of this make you as angry as we are? Then join us and demand action from these companies.

*Research conducted by the University of Oxford using 2022 Euromonitor data on packaged food and drink sales. Exclusions apply.

**Advertising spend is estimated based on Nielsen Ad Intel costing methodologies.

For full details read the full report and methodology & manufacturer's response.