We’re a community of mums demanding for CHANGE RIGHT NOW on labels & foods marketed to children. Join us.
OUR mission
is Simple
1. Empower parents with the truth.
2. Expose the predatory marketing targeting our kids.
3. And Change Our Labels to reflect what’s really inside.
Empower parents with the truth.
Expose the predatory marketing targeting our kids.
And Change Our Labels to reflect what’s really inside.
Every business needs to make a profit but...
FOOD LABELS ARE LYING
and it's our kids who feel it most
Every business needs to make a profit but... FOOD LABELS ARE LYING and it's our kids who feel it most
Canola Oil
Highly refined industrial oil. Linked to inflammation and oxidative stress.
Soy Lecithin (E322)
Emulsifier made from soy — often genetically modified. No nutritional benefit.
Natural Flavours
Chemically processed flavourings — not the fruit or vanilla you expect.
Colours
(e.g. 102, Artificial colours linked to hyperactivity in kids. Banned 110) or restricted in some countries.
Preservatives
(e.g. Used to extend shelf life, but some are linked to gut 202) disruption and allergic reactions.
"No Added Sugar"
Still often contains juice concentrates, maltodextrin
Behind the colourful packaging are ultra-processed ingredients you would never knowingly feed your child.
What does ultra-processed actually mean?
These substances are designed to be addictive, not nutritious.
Ultra-processed foods are products made mostly in factories, not kitchens.
They contain ingredients you’d never cook with at home – like industrial oils, additives, colours, preservatives, and artificial flavours.
More than 85% of foods marketed to our kids fall into this category.
Manipulative marketing:
They're targeting our kids - on purpose
These substances are designed to be addictive, not nutritious.
More than 85% of foods marketed to kids are ultra-processed - high in sugar, salt or industrial additives. AKA = chemicals
'NO added sugar' doesn't mean sugar- free - many still contain 4+ teaspoons of hidden sugar per serve.
Kids as young as 18 months are being exposed to junk food ads up to 50 times a day - even on YouTube Kids.
Ultra-processed diets are linked to increased risk of ADHD, anxiety, depression, obesity and poor school performance.
The same ingredient can be food
...or poison.
It depends on the dose.
Most of us have heard the phrase “everything in moderation.
But what happens when moderation becomes every day, every lunchbox, every snack?
That’s when food turns toxic. They’re made to look healthy and most of us believed it — but these products are designed to be eaten daily. And kids’ bodies can’t cope with that.
A spoon once in a blue moon? Not a big deal.
Daily on toast or in snacks? Metabolic poison.
Food
Poison
Cost 3X More
A spoon once in a blue moon? Not a big deal.
Daily on toast or in snacks? Metabolic poison.
Why do we care so much?
Obesity is rising, mental health concerns are rising – this is an addiction crisis, not a discipline problem
Ultra-processed foods are engineered to be hyper-palatable – activating the brain’s reward centre in the same way as nicotine and alcohol.
27.7%
of Aussie kids (5–17) are overweight or obese (ABS, 2022)
By 2050, that number
could hit 50%
These products are heavily marketed and often cheaper than real food
40%
of their daily energy Kids get from ultra-processed “discretionary” foods
Imagine a world where labels told the truth
Imagine walking through the supermarket and actually trusting what’s on the front of the pack.
No more fine print. No sneaky marketing. No hidden sugars or chemical names disguised as “natural flavours.
Just clear, honest labelling that puts parents first – and protects our kids.
It’s not a dream.
Other countries are already doing it. We can too.
What honest labels could look like
Here’s what we’re calling for
Honest food
labelling
(no more
loopholes)
Transparency around ultra- processed ingredients
Clear front-of-
pack warnings
on misleading claims
End to
manipulative
marketing
aimed at kids
Who's already done it?
UK
Banned promotions of sugary cereals and snacks in checkout aisles
FR
Banned promotions of sugary cereals and snacks in checkout aisles
USA
Banned promotions of sugary cereals and snacks in checkout aisles
MX
Banned promotions of sugary cereals and snacks in checkout aisles
CL
Banned promotions of sugary cereals and snacks in checkout aisles
UK
Banned promotions of sugary cereals and snacks in checkout aisles
FR
Banned promotions of sugary cereals and snacks in checkout aisles
USA
Banned promotions of sugary cereals and snacks in checkout aisles
MX
Banned promotions of sugary cereals and snacks in checkout aisles
CL
Banned promotions of sugary cereals and snacks in checkout aisles
You don’t have to be a nutritionist to make an impact
You just have to be a parent who’s tired of the BS.
Here's how you can be part of the solution:
1
Join the
Movement - add
your voice & get
updates
2
Share the Truth -
Use our simple
tools to spread
the word
3
Provide your skills- we're on the lookout for mamas skilled in legals and marketing
Together, we’re building a force no brand or politican can ignore.
Parents are rising up
and you're not alone
We’re changing the system for the next generation.
Thousands of parents across Australia are waking up to the truth.
Goal = 100,000 parents
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