Baby food maker Ella's Kitchen has hit back BBC Panorama after its recent report alleged that food brands are falling short on vital nutritional promise and parents are being "misled" by marketing claims.
According to a BBC Panorama investigation, laboratory testing of 18 popular baby food pouch brands found many lacked essential nutrients like vitamin C and iron. The investigation included , including leading names like Ella’s Kitchen alongside Heinz, Piccolo, Little Freddie, as well as own label brands from supermarkets Aldi and Lidl.
The report claimed that Ella’s Kitchen’s Bananas and Apples pouch topped the test with 19.6g of sugar — more than four teaspoons — surpassing sugar levels found in some fizzy drinks.
Reacting to the report, Ella's Kitchen has always been committed to creating "super safe, delicious, convenient, and nutritious foods" when parents need "a little less pressure and a little more time".
In a statement issued on Thursday (May 1), Ella's Kitchen stated, "A recent TV episode about our industry left us feeling deflated, not just for us, but for all of you, the parents and carers doing your best, even on the days when it feels like the odds are against you.
"Hearing some of the comparisons being made in this episode, like comparing pureed fruit and veg to fizzy drinks and suggesting that natural purees are unsafe, was hurtful and misleading.
"Behind the scenes, we are a passionate team. A lot of us are parents, some are carers, and all of us care deeply about the future of little ones.
"Every day, we show up committed to doing what is right for your little ones and ours in everything we do. Parenting is a beautiful, messy, and sometimes overwhelming rollercoaster, and we are here to help make the load a little lighter where we can.
"We know that as parents and carers, you always want the very best for your little ones, but juggling life and everything in between can make it tough.
"That is why we have always been committed to creating super safe, delicious, convenient, and nutritious foods you can rely on in those moments when you need a little less pressure and a little more time, and to sharing honest advice without judgment.
"We have always seen ourselves as complementary to home cooking, here to help in those moments when time is tight and convenience matters most.
"We are incredibly proud of the products we make, and we have always been fully transparent about what goes into them. From day one, we have pushed for better in the often overwhelming world of little ones food.
"We have always looked at what is on the shelves and worked hard to create healthier, better-for-little-ones alternatives that taste good too.
"Over the past few years, we have worked harder than ever to improve our products even further, especially when it comes to reducing naturally occurring sugars, and we are not stopping there. We welcome challenges. We are constantly listening, learning, and evolving to do better."
