Biggest advertising lies 2017 kids biscuit by Alete with Golden Windbeutel considered

Golden cream puff for Alete: Biscuit for babies with 25 percent sugar

A biscuit, which is advertised for babies from the eighth month to nibble, has been awarded the "Golden Windbeutel" for the "boldest advertising slogan 2017". The children's biscuit manufacturer Alete have according to the consumer organization Food Watch a sugar content of 25 percent. High sugar intake endangers the health of children.

Price for the boldest advertising lie of the year

Health experts point out that there is an increasing prevalence of obesity among children in Germany. In addition, the number of infants increases with tooth decay. Both are attributed above all to high sugar consumption. Advertising or food manufacturers are also responsible for this. After all, some products that are specifically advertised for children are often more of a candy, as they contain enormous amounts of sugar and fat. Even the children's biscuit of the baby food manufacturer Alete contains plenty of sugar. He has now been awarded with the "Golden Windbeutel" for the "boldest advertising slogan 2017".

The children's biscuit by Alete has been awarded the "Golden Windbeutel" for the "boldest advertising slogan 2017". The biscuit, which according to Foodwatch has a sugar content of 25 percent, is according to the manufacturer "baby-fair". (Image: Photographee.eu/fotolia.com)

Sugar content of 25 percent

The "golden puff bag" of the consumer protection organization Foodwatch goes to Alete in 2017. In an online poll, around 50 percent of the more than 73,000 participants had spoken out in favor of the "baby biscuit" of the baby food producer.

A sugar content of 25 percent makes the biscuit from the point of view of Foodwatch the "boldest advertising lie of the year".

Alete advertises on the packaging with the note "to nibble learning" and on his website: "from 8 Month: To nibble with the first little teeth". According to the manufacturer, the biscuits are "baby-friendly" and "encourage chewing and chewing".

"Thanks to their special shape, they are easy to grasp - even for small baby hands," says the company.

Even for babies from the 6th month, you could offer the children's biscuit as a porridge: "Zerbrösel 2-3 Alete biscuits in a plate and pour them over with about 3-4 tablespoons of boiled milk or fruit juice. Let it swell briefly, "writes Alete.

At the expense of the smallest cashier

But the baby biscuits are even sugier than Leibniz butter cookies and encourage tooth decay, according to Foodwatch with 25 percent sugar.

"Alete takes advantage of its positive image with parents to make at the expense of the smallest fund," write the consumer advocates in a message.

Foodwatch is asking the manufacturer to remove the product from the market and revise its range. Although doctors advise against added sugar for babies, Alete has added about 30 percent of its baby products to sugar, including yoghurts, semolina puddings and puddings.

Already second golden cream puff for Alete

Alete has been awarded the Golden Puff by Foodwatch for the second time. In 2014, Alete was still part of Nestlé, the food company won the Golden Puff for the "Alete meals for drinking from the 10th month".

Because the liquid drinking meals are anything but suitable for babies. On the contrary, doctors warn for a long time against overfeeding and tooth decay by liquid drinking porridge.

According to Foodwatch, Alete was particularly stubborn: All other baby food manufacturers have meanwhile removed liquid drinking porridges from the assortment - except for Alete!

After the start of this year's election and the nomination of the baby biscuit Alete had responded and announced that the note "baby-fair" not printed on the pack and change the recipe.

But even if the brash term "baby-friendly" now disappears from the pack: To recommend a sugary biscuit for babies from the eighth month is irresponsible!

"Infants should not eat products with added sugar, for example, to prevent caries and early sweet habituation," says Prof. Dr. med. Wieland Kiess, Director of the Department of Paediatrics at the University of Leipzig.

"The diet in the first few months of life is influential and influences the subsequent nutritional habits of a person. To recommend a biscuit with 25 percent sugar for babies is simply irresponsible, "says the expert.

Point to misleading food

In addition to the Alete Baby Biscuit, four other products were nominated for the 2017 Golden Wind Bag. The overwhelming majority of consumers voted for Alete.

Foodwatch will be awarding the Golden Powder Bag for the seventh time this year. The first election took place in 2009.

Past winners included the drinking yoghurt Actimel by Danone (2009), the milk slices by Ferrero (2011) and an instant tea for children by Hipp (2012).

The aim is to use the negative price to point out the systematic, quite legal misdirection of food and to obtain better laws. (Ad)