CROATIA – HiPP continues to promote early complementary feeding

Code Violations
Promotion to the public and in shops


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

HiPP complementary foods products marketed for use for infants below 6 months of age are found at a supermarket and retail store located in Split, Croatia. These products are labelled with age indication such as “after the 4th month” and “after 5 months”.

Complementary foods that are marketed as suitable for infants under 6 months of age interfere with exclusive breastfeeding, therefore are considered as breastmilk substitutes and are within the scope of the International Code. The 2016 WHO Guidance further states that messages on package labels should not include any image, text or other representation that suggest use for infants under the age of 6 months, including references to milestones and stages.

Marketing complementary foods as suitable for below 6 months of age and sold at a discount – double violation of the International Code.

HiPP blatantly ignores the global public health recommendation of exclusive breastfeeding for the first 6 months of life

There is no letting up on this type of inappropriate promotion by Hipp.

Croatia is part of the European Union (EU). No action has been taken by the EU to give effect to the 2016 Guidance on ending inappropriate promotion of foods for infants and young children although governments have been urged to take all necessary measures to do so in the interest of public health. (WHA 69.9 [2016])