A recent investigation has revealed that many snack bars marketed as “healthy” contain more sugar than a Krispy Kreme doughnut. The study, conducted by the campaign group Action on Salt and Sugar, examined the nutritional content of over 450 bars sold across ten supermarkets in the UK. The findings highlight a concerning trend in misleading marketing practices.
The audit showed that some of the sweetest snack bars contain more than 26 grams of sugar per serving, equivalent to nearly seven teaspoons. This amount is nearly double the sugar found in a single Krispy Kreme Original Glazed Doughnut, which has 12 grams of sugar. The UK’s National Health Service (NHS) recommends a maximum daily intake of 30 grams of free sugars, emphasizing the need for consumers to be cautious about their choices.
According to the report, over half of the ‘healthy’ snack bars assessed were also high in saturated fat. Alarmingly, nearly one-third of the bars that claimed to be high in fiber were found to be high in sugars as well. Experts have described these findings as “unacceptable,” attributing the issue to misleading marketing and inadequate government regulations.
Dr. Kawther Hashem, a senior lecturer in public health nutrition at Queen Mary University of London and head of research at Action on Salt and Sugar, stated, “Parents and young people are being misled into believing these products are healthy when many contain excess sugar and calories.” She emphasized the need for the government to implement clearer front-of-pack labeling and to tighten sugar thresholds to better protect children’s health.
Nutritionist Nourhan Barakat echoed these concerns, arguing that consumers deserve transparency from food manufacturers. “Phrases like ‘natural ingredients,’ ‘high in fiber,’ and ‘high protein’ can be deceptive as many of these bars can be high in sugar and saturated fat,” she said. Barakat warned that an average serving of these bars can account for nearly one-third of a child’s recommended daily sugar intake, potentially leading to long-term health issues.
The investigation revealed that 37 percent of the snack bars are classified as high in sugars under the UK’s current labeling system, which some experts consider outdated. Comparatively, using the stricter Chilean warning label criteria, 68 percent of the products would be flagged as high in sugar.
Among the most concerning products identified was the Marks and Spencer Dark Chocolate Date Bar, which contains 26.5 grams of sugar per serving. In contrast, Nakd’s Raw Fruit & Nut bars contained 17 grams and Kellogg’s Rice Krispies Squares Caramel & Chocolate Snack Bars had 14 grams per serving. The Deliciously Ella Roasted Peanut Protein Ball also contained 16 grams of sugar, despite being marketed as a nutritious option.
The report highlights that adults should limit their intake of free sugars to 30 grams per day, a guideline that excludes sugars found naturally in fruits, vegetables, and dairy. In addition to sugar content, the study noted that nearly one-third of the surveyed products exceeded the recommended limit of 20 percent of daily calorie intake from snacks and drinks.
The highest-calorie product observed was the Chia Charge Chia Seed Flapjack with Sea Salt Flakes, containing 378 kcal per serving. Following closely was the Chia Charge Chia Seed Flapjack with Banana at 357 kcal.
In light of these findings, Action on Salt and Sugar is urging the UK government to mandate front-of-pack labeling. This would ensure that all products display clear, consistent color-coded or warning labels, making it easier for consumers to identify unhealthy options. The organization also advocates for restricting health claims to products genuinely low in salt, sugar, and saturated fat, and for implementing targeted levies on unhealthy foods.
As dietary habits continue to contribute to rising obesity rates, type 2 diabetes, cardiovascular disease, and other health issues, the need for reform in food marketing and labeling practices has never been more pressing. The average calorie intake in the UK exceeds recommended levels, raising serious public health concerns.
With children’s sugar intake nearly double the recommended limits, it is essential for parents and caregivers to be vigilant about the nutritional content of snack foods. The findings from Action on Salt and Sugar serve as a critical reminder that not all products labeled as “healthy” truly meet the standards for good nutrition.
