Croatia – Promotion on complementary foods marketed as suitable for before 6months of age

Code Violations
Promotion to the public


HiPP GmbH & Co. Vertrieb KG
Georg-HiPP-Straße 7
D-85276 Pfaffenhofen

The 2016 Guidance on ending inappropriate promotion of foods for infants and young children (A 69/7 Add.1) recommends that messages on complementary foods should always include a statement on the need for breastfeeding to continue through 2 years and that complementary foods should not be fed before 6 months. The messages used to promote foods for infants and young children should support optimal feeding and inappropriate messages should not be included.

Complementary foods that are marketed as suitable for under 6 months of age interfere with exclusive breastfeeding, therefore are considered breastmilk substitutes and are within the scope. The 2016 WHO Guidance specifically states that messages on package labels should not suggest use for under the age of 6 months. As shown in the shelf talkers at a supermarket in Croatia, the labels of these complementary foods clearly show that they are marketed for different ages, including 4 months and 5 months, and promoted as “tasty Hipp meals”. Not only that, they are promoted with a special discount, “buy 4 get 2 for free”. Discounts for products within the scope are prohibited under the Code.

Double violation – marketing complementary foods as suitable for under 6 month of age and promoting them with discounts.