New baby food guidelines FAQS
In 2025, the UK Government (The Office for Health Improvement and Disparities, OHID) published voluntary guidance for commercial baby food for little ones under 36 months.
The guidance aims to support healthy eating habits from an early age and make it easier for parents and carers to make informed choices by encouraging clearer labelling, age guidance and nutritional standards across baby food.
The guidance aims to make baby food simpler and clearer for parents and carers to shop. It introduces updated guidance on labelling, age recommendations and nutritional expectations, helping families understand which products are right for their little one at different stages of their feeding journey.
Commercial baby food is already subject to strict regulations. These new voluntary guidelines build on existing regulations by introducing additional recommendations around nutrition, and packaging. Read more about the guidelines here.
Across the baby food aisle, you may start to see:
- Updated age guidance
- Snacks labelled from 12+ months
- Clearer product information
- Some recipe updates
- More prominent feeding guidance
- New packaging designs
As brands will be making changes at different times, you may temporarily see both old and new packaging in stores.
You'll start to notice:
- A fresh new look across our packaging
- Updated age guidance on some products
- Snacks now labelled from 12+ months
- Clear "Feed me from a spoon" messaging on the front of our pouches
- A small number of recipe changes – read here for more info
More than 90% of our products already met the nutritional guidelines, so for many products the recipe remains exactly the same.
We've also given our packaging a fresh new look across the range, making it even easier for parents and carers to shop our products and understand which options are right for their little one at different stages of their feeding journey.
