Children's food brand Organix has launched a new campaign to educate parents about what they are feeding their infants, which coincides with the revelation that many mums do not trust the food industry.
The No Junk Challenge has been introduced after a recent survey conducted by the brand found that a significant number of mums were unhappy with the way children's food is advertised in order to hide what it really contains.
Mumpanel carried out the investigation on behalf of Organix, which found that 71 per cent of mothers believe that food firms are more concerned about profit than children's health when marketing their products.
Of the 700 mums surveyed, two-thirds want new legislation to be brought in to regulate the industry and prevent high amounts of unhealthy substances from making their way into food products aimed at children.
Worryingly, fewer than one in ten mothers said they trusted the food industry to make healthy decisions when it comes to children's products.
The investigation found that several brands advertised as being reasonably healthy contain significant amounts of sugar and salt, which could be harmful to children's health in the long-term.
For example, a breakfast cereal aimed at children was found to contain 37 grams of sugar per 100 grams, while McVities fruit rolls were mainly made up of sugar and glucose syrup.
Speaking to the Grocer, managing director of Organix Anna Rosier said: "Self-regulation [of the food industry] is obviously failing the next generation if we are facing rapidly growing obesity levels, diabetes and heart disease.
"If we want to do the right thing for society and for children, this is a major challenge that should keep us all awake at night."
The Organix No Junk Challenge aims to stop parents feeding their children products containing unhealthy substances by encouraging them to cook their own meals using fresh ingredients and to get their children involved in the process so that they can learn about healthy food choices from a young age.