The Children’s Food Campaign’s “Yucky” Awards

So... the results are in and the winners of the "Commercial Villain of the Year", "Worst Example of Health Washing" and "Recipe Most in Need of Change" accolades have been announced at the Sustain: The alliance for better food and farming 2025 Children's Food Awards.

In the words of Barbara Crowther, Head of the Children’s Food Campaign at Sustain…

KFC were named "Commercial Villain of the Year" after being exposed by George Greenwood at The Times for lobbying against council policies to protect children from proliferation of hot food takeaways near schools

Aptamil 3 Toddler Milk took our "Worst example of Health washing" award for making all sorts of nutritional benefit claims whilst containing some of the highest levels of sugar, not dissimilar to a commercial chocolate milkshake. NHS guidance is clear that first infant formula (which is tightly regulated) is fine for the first 12 months, before weaning onto cow's milk or unsweetened plant-based alternatives. Quite simply, it's an unnecessary product.

Farley's Rusks are badged 'reduced sugar' but actually have a third more than a typical digestive biscuit. As a product targetting babies as young as six months, who should not be eating any added sugars, it is still excessive and took our "Recipe Most in need of Change" award.

Some extraordinary examples of local authority lobbying and the intentional bamboozling of parents with misleading claims and labels going on here.

Further evidence of exactly why the Kids' Food & Drink Collective is here. Every one of our member brands has passed our strict entry criteria, devised with the help of our resident children's dietician.

We're here to separate the fact from the fiction, and provide an easy way for consumers to see past the shiny health claims, and establish which products genuinely are the healthier choice for their children.

Check out our members page to see the growing list of KFDC approved brands!