Toddler drinks, formulas, and milks: Labeling practices and policy implications

Area of Science:

• Nutrition Science
• Public Health Policy
• Food Labeling Regulations

Background:

• Toddler drinks are a growing market segment for children aged 9-36 months.
• Medical and public health experts express concerns regarding their necessity and marketing practices.
• Existing U.S. food labeling policies do not specifically address toddler drinks.

Purpose of the Study:

• To evaluate the labeling practices of toddler drinks in the U.S.
• To assess these practices against current U.S. food labeling regulations and international recommendations.
• To identify potential consumer confusion stemming from product marketing.

Main Methods:

• Legal research on U.S. food labeling laws and regulations conducted in January 2017.
• Collection and evaluation of toddler drink packaging, including nutrition labels and claims.
• Comparative analysis of toddler drink labels versus infant formula labels from the same brands.

Main Results:

• The U.S. has distinct policies for infant formula but lacks specific laws for toddler drinks.
• Toddler drink labels employ diverse terminology, imagery, health claims, and sometimes cite expert support.
• Branding, colors, and logos on toddler drink labels often resemble those of infant formulas.

Conclusions:

• Toddler drink labeling may mislead consumers regarding nutritional benefits and product suitability.
• The absence of specific regulations contributes to potentially confusing marketing practices.
• Regulatory guidance or new regulations from the FDA are needed to clarify labeling standards for toddler drinks.