Shoppers who think they're making healthy choices might want to think again, as snack bars marketed as nutritious options are often anything but.
Research from Queen Mary University of London has discovered a surprising truth after examining over 450 bars from 10 UK supermarkets, revealing that nearly two-thirds would actually be classified as "less healthy" products.
More than a third of these supposedly good-for-you bars were high in sugar, while over half contained worrying levels of saturated fat.
Scientists warned that parents and health-conscious shoppers are essentially being tricked into buying products they believe are beneficial.
TRENDING
Stories
Videos
Your Say
Shoppers are essentially being tricked into buying products they believe are beneficial
|GETTY
Researchers analysed fruit, nut and chocolate bars sold in high street supermarkets and found some contain up to 22g of sugar, despite their wholesome-sounding names.
To put this in perspective, children aged seven to 10 shouldn't have more than 24g of sugar daily, which means just one of these bars could use up most of a child's entire sugar allowance for the day.
Health experts are calling for urgent government intervention to tackle this problem.
Dr Kawther Hashem from Action on Salt & Sugar at Queen Mary University believes parents and young people are being "misled" by these products.
"The government must take more assertive action by mandating clear front-of-pack labelling and tightening the sugar thresholds, introducing levies on unhealthy foods, and setting ambitious healthy sales targets to truly protect children's health," she said.
LATEST DEVELOPMENTS
Nutritionist Nourhan Barakat points out how confusing marketing can be.
"Phrases like 'natural ingredients', 'high in fibre' and 'high protein', can be deceptive as many of these bars can be high in sugar and saturated fat," she explained.
She finds it particularly troubling that an average serving gives children nearly a third of their recommended daily sugar intake.
Experts have pointed out how confusing marketing can be
|GETTY
The companies involved have defended their products, including Deliciously Ella, which described their protein ball as a "functional, energising snack made from six simple ingredients" and said they "always strive for transparency and high quality".
The government insists it's already taking action, as one spokesperson highlighted plans to restrict junk food advertising on TV and online, limit volume price promotions on less healthy foods, and introduce mandatory reporting on healthy food sales as part of their 10 Year Health Plan.
Our Standards: The GB News Editorial Charter