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Biggest advertising lies 2017: Children's biscuits from Alete covered with a golden cream puff

Biggest advertising lies 2017: Children's biscuits from Alete covered with a golden cream puff


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Golden cream puff for Alete: biscuit for babies with 25 percent sugar

A biscuit that has been advertised for nibbling for babies from the age of eight has been awarded the "Golden Cream Puff" for the "brazenest advertising lie 2017". The children's biscuit from the manufacturer Alete has a sugar content of 25 percent, according to the consumer organization Foodwatch. High sugar consumption endangers children's health.

Price for the bravest advertising lie of the year

Health experts point out that children in Germany are becoming increasingly overweight. In addition, the number of small children with tooth decay is increasing. Both are mainly attributed to high sugar consumption. Advertising and food manufacturers are also jointly responsible for this. After all, some products that are advertised specifically for children are often more of a candy because they contain an enormous amount of sugar and fat. The children's biscuit from baby food manufacturer Alete also contains plenty of sugar. He has now been awarded the "Golden Cream Puff" for the "brazenest advertising lie 2017".

25 percent sugar content

The “Golden Cream Puff” from the consumer protection organization Foodwatch went to Alete in 2017. In an online vote, around 50 percent of the more than 73,000 participants had voted in favor of the “children's biscuit” from the baby food manufacturer.

A 25 percent sugar content makes the biscuit "the brazenest advertising lie of the year" from Foodwatch's point of view.

Alete advertises on the packaging with the note "to learn to nibble" and on its website: "from 8th month: to nibble with the first teeth". According to the manufacturer, the biscuits are “baby-friendly” and “encourage you to nibble and chew”.

“Their special shape makes them easy to grasp - even for small baby hands,” says the company.

Even for babies from the 6th month, the children's biscuit can be offered as a porridge: “Crumble 2-3 Alete children's biscuits in a plate and pour about 3-4 tablespoons of boiled milk or fruit juice over them. Let it swell briefly, ”writes Alete.

Make the checkout at the expense of the smallest

But according to the Foodwatch, with 25 percent sugar, the baby cookies are even sugary than Leibniz butter cookies and promote tooth decay.

"Alete uses its positive image with parents to cash in on the smallest," the consumer advocates write in a message.

Foodwatch asks the manufacturer to remove the product from the market and to revise its range. Because although doctors advise against added sugar for babies, Alete has added about 30 percent of its baby products to sugar, including yogurts, semolina puddings and puddings.

Alete's second golden cream puff

Alete has already been awarded the Golden Cream Puff by Foodwatch for the second time. In 2014 Alete was still part of Nestlé, when the food company won the golden cream puff for the "Alete meals to drink from the 10th month".

Because the liquid drinking meals are anything but suitable for babies. On the contrary: Doctors have long warned of overfeeding and tooth decay through liquid porridge.

According to Foodwatch, Alete was particularly stubborn: All other baby food manufacturers have now removed liquid porridge from the range - apart from Alete!

After the start of this year's election and the nomination of the baby biscuit, Alete had reacted and announced that she would no longer print the "baby-friendly" note on the package and change the recipe.

But even if the brazen term "baby-friendly" is now disappearing from the pack: It is irresponsible to recommend a sugary biscuit for infants from the eighth month!

"Infants should not eat products with added sugar, for example to avoid tooth decay and early sweet habits," says Prof. Dr. Wieland Kiess, Director of the Clinic for Pediatric and Adolescent Medicine at the University of Leipzig.

“The diet in the first months of life is formative and influences a person's later eating behavior. To recommend a biscuit with 25 percent sugar for babies is simply irresponsible, ”said the expert.

Point out food misleading

In addition to the Alete baby biscuit, four other products were nominated for the Golden Puff 2017. The overwhelming majority of consumers voted for Alete.

Foodwatch awards the Golden Cream Puff for the seventh time this year. The first election took place in 2009.

Previous winners include the Actimel drinking yogurt from Danone (2009), the milk slices from Ferrero (2011) and an instant tea for children from Hipp (2012).

The aim of the negative price is to draw attention to the systematic, completely legal misleading of food and to achieve better laws. (ad)

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