Ella’s Kitchen response: Commercial Baby Food and Drink Voluntary Industry Guidelines (OHID), 21st October 2025
We recently committed to reaching 100% compliance with the voluntary OHID guidelines by February 2027, in line with the target date OHID has set for businesses.
In August 2025, OHID, the Office for Health Improvement and Disparities, part of the Department of Health and Social Care, published its final guidelines for commercial baby food and drink. These guidelines apply to all products marketed as suitable for babies and young children under 36 months, covering nutritional standards (with a focus on sugar and salt), marketing practices, and labelling requirements.
Our commitment
Our existing nutritional guardrails for new product development are already aligned with many of OHID’s recommendations. Many of the remaining changes needed to reach full compliance were already underway. Our updates include changes to age-of-weaning labelling, recipe reformulations, and changes to our responsible marketing claims. In some cases, this also means making the difficult decision to remove certain best-selling products from our range that no longer meet the guidelines.
We view these new guidelines as a positive opportunity to raise standards across the baby food category. By continuing to improve our recipes, labelling, and marketing practices, we aim to continue to provide safe, convenient, and nutritious options that support parents and carers of little ones.
Our commitment extends beyond just Ella’s, we’re working closely with partners, retailers, and regulators to build a healthier future for every little one.
We're proud to lead the way in embracing these changes and hope others in the industry will join us in implementing and adopting them.
You can read the full guidance report here: The Office for Health Improvement and Disparities
