Heinz continues to promote early complementary feeding

Code Violations
Promotion to Public and in Shops


HJ Heinz Company
One PPG Place, Pittsburgh
Pennsylvania 15222, USA.


In Australia, tags offering “low prices” are used to promote Heinz complementary food products at a supermarket. The labels on these products clearly show that they are marketed as suitable for babies from 4 months old.

Heinz products targeted at children below 6 months of age and sold at ‘low prices’– double violation of the Code!

In Australia, Heinz targets its products to infants at a time when they should be exclusively breastfed

There is no age indication on the label of this Heinz rice cereal on sale in Quebec, Canada, just a reference to “Stage 1 – Beginner”.

No age indication, just Stage 1- A gimmick to encourage mothers to start complementary feeding early.

On its website, Heinz divides its complementary food products into the following stages: “Stage 1- Beginner”, “Stage 2 – 6+ months”, “Stage 3 – 8+ months” and “Stage 4 – 12+ months”. Stage 1 is therefore clearly before 6 months.

(Retrieved from http://www.heinzbaby.com/en-ca, accessed on 10 January 2019)

In Russia, discounts and special offers on Heinz complementary foods are common and they are widely marketed as suitable for babies below 6 months.