The review found that many labels are covered with claims, referring to terms such as “natural,” “no added sugar,” or “supports growth and development,” which may not be fully supported by product formulation or permitted under the Food Standards Code. New research has shown that in the Australian and New Zealand market, there is a need for a reflection of the true nature of the products of whole fruit and vegetables.  

The findings point to a widening gap between marketing practices and regulatory requirements. In particular, nutrient content and health claims are tightly regulated in Australia, and companies making unsupported or misleading statements risk breaching the Australian Consumer Law, as well as standards enforced by Food Standards Australia New Zealand (FSANZ).

For businesses in the infant food sector, this research serves as a timely reminder to carefully review labelling, marketing, and promotional materials to ensure all claims are evidence-based and compliant. Regulatory scrutiny in this space is expected to increase, and proactive compliance measures can help avoid reputational and legal risks.

If you need assistance with claim validation, label reviews, or compliance advice for infant food and broader packaged products, our team can help you navigate the rules with confidence