Almost nine in ten bags of ready-to-eat popcorn are so unhealthy they would fall foul of new advertising rules, a study suggests.
Researchers found Britons are tucking into snacks that are ‘unnecessarily’ coated in sugar or salt, such as nuts, crisps and corn.
These levels are often so high that their manufacturers will face restrictions on advertising them on TV until after 9pm and online once new laws take effect in October.
The policy is aimed at reducing children’s exposure to foods that are high in fat, salt or sugar, amid soaring levels of obesity.
The campaign group Action on Salt and Sugar, located at Queen Mary University of London, analyzed more than 1,200 crisps, nuts, and popcorn snacks for their most recent research.
Their study revealed that 77 percent of crisps, 56 percent of nuts, and 88 percent of popcorn would be categorized as ‘less healthy’ according to government regulations, leading to limitations on their advertising.
Eating too much salt increases blood pressure, which is the major cause of strokes and heart disease.
Meanwhile, excess sugar intake can fuel obesity, which increases the risk of heart disease, cancer and type-2 diabetes.
Experts found 42 per cent of popcorn surveyed would receive a red traffic light warning label for total sugars, with Morrisons Market Street Toffee Flavour Popcorn containing 59.1g of sugar per 100g, equivalent to more than seven teaspoons per serving
Despite often being regarded as a healthier snack, more than a quarter (27 per cent) of all ready-to-eat popcorn products exceed the government’s voluntary maximum salt targets – with over one in three saltier than a packet of cheese and onion crisps.
Meanwhile, 42 per cent of popcorn surveyed would also receive a red traffic light warning label for total sugars, with Morrisons Market Street Toffee Flavour Popcorn containing 59.1g of sugar per 100g.
This is equivalent to more than seven teaspoons per serving and far exceeding a child’s maximum daily limit.
Some crisps also continue to contribute excessive levels of salt to the nation’s diet, with one in three products requiring a red salt warning label on the front of the pack.
Among the worst offenders is Eat Real Lentil Chips Chilli & Lemon, which contains 3.6g of salt per 100g – a level that is saltier than the concentration of seawater and exceeding the government’s salt target.
Plain nuts are naturally low in salt, but many flavoured varieties fail to meet healthier standards.
Nearly one in four flavoured nuts exceed salt targets, with Boundless Sweet Chilli Nuts & Seeds Boost containing 3.24g of salt per 100g – more than double the government’s salt target.
One of the brands named by campaigners was Eat Real Lentil Chips Chilli & Lemon, which at 3.6g of salt per 100g are saltier than seawaterÂ
Total sugar levels are ‘just as concerning’, researchers note, with Whitworths Shots Chocolate & Hazelnut packs containing 51g of total sugars per 100g, meaning a 25g serving contains over three teaspoons of sugars.
They stress the nuts, potatoes and corn are natural products that do not need to have salt and sugar added to them – and highlight products where producers have made flavoured varieties that conform to regulations.
They are now calling on firms to reformulate their products to make them healthier for consumers and for the government to enforce mandatory standards.
Sonia Pombo, head of impact and research at Action on Salt, said: ‘It’s clear that voluntary efforts to improve food nutrition have largely fallen short.
‘Yet this isn’t about feasibility as some companies have already shown that reformulation is possible.
‘It’s about time the government get tough with companies and implement mandatory targets with strong enforcement.
‘Without this, the UK’s hidden salt and sugar crisis will persist, putting consumers at risk and leaving responsible brands at a disadvantage in an uneven marketplace.’
Boundless Sweet Chilli Nuts & Seeds Boost containing 3.24g of salt per 100g was another snack named in the list as containing more than double the government’s salt target
Action on Salt and Sugar said only eight companies have fully met the salt targets set for these snacks, with a further four achieving at least 95 per cent compliance.
Nine companies have failed to meet the targets in at least half their snacks portfolio.
Dr Pauline Swift, chair of Blood Pressure UK, said: ‘Reducing salt isn’t just a health recommendation – it’s a lifesaving necessity.
‘Excess salt, often hidden in everyday foods, raises blood pressure which is the leading cause of strokes, heart and kidney disease – all of which is completely avoidable.
‘Without urgent action to cut both salt and sugar levels, we’re gambling with lives.
‘The government must step up with enforceable targets to protect public health.’
Kate Howard, campaign coordinator for Recipe for Change, said: ‘Food companies are continuing to harm our health with the products they put on their shelves.
‘The range of sugar and salt in the snacks surveyed here shows there’s plenty of scope to reduce these ingredients but while some companies are doing better, most are not incentivised to improve their products.
Researchers said sugar levels were also concerning highlighting Whitworths Shots Chocolate & Hazelnut packs as containing 51g of total sugars per 100g, meaning a 25g serving contains over three teaspoons of sugars.
‘The public doesn’t believe companies will produce healthier food without government regulation, and they’re currently being proved right.’
A spokesperson from the Food and Drink Federation, a trade body, said: ‘Food and drink manufacturers take the issue of poor diets very seriously and know they have a key role to play in helping people across the UK to improve their diets.
‘Food and drink manufacturers have made significant progress and in 2023 alone, businesses invested more than £160m to create healthier options for consumers.
‘As a result, our members contribute a third less salt, a quarter less sugar and a quarter fewer calories to UK shopping baskets than they did a decade ago.
‘The report highlights some of our industry’s recent success, including through the Scottish Government-funded Reformulation for Health Programme.
‘We want to work with government to consider how we can further support industry’s progress, for example by mirroring this programme across the whole of the UK to help smaller businesses invest in innovation.’
Tam Fry, from the National Obesity Forum, said: ‘NICE should copy the Japanese and recommend yearly measurements for everyone.
‘Yearly measurements will not only help in the treatment of the diagnosed but equally pick out those who have as yet no diagnosis but whose increasing weight portends future problems such as diabetes, heart conditions and some cancers.
‘Prevention has never been taken really seriously by any government and it should be.
‘Children in particular should be measured: the two measurements they get in primary school should be extended into their secondary school years.’
A Department of Health and Social Care spokesperson said: ‘Obesity robs children of the best start in life and sets them up for a lifetime of health problems, which costs the NHS billions.
‘This government is taking action to crack down on child-targeted junk food advertising on TV and online, as we turn the tide on obesity to protect future generations.
‘These are just the first steps we’ll take as we shift the focus from sickness to prevention to deliver our Plan for Change and meet our ambition of raising the healthiest generation of children ever.’
