Mini Pom Bears have 600 per cent more sugar than the original
28.6.2023
Translation: machine translated
According to a poll, Mini Pom Bears are "the most audacious children's advertising lie" of the year. This is because they advertise "50 per cent less fat" but conceal the very high sugar content. This earned them the "Golden Windbag" scorn prize.
"Baked in the oven" and "not deep-fried" is emblazoned on the packaging of the Pom-Bär oven chips in mini format. Also: "50% less fat". Sounds healthy, doesn't it? But it's only half the truth: although the little Pom-Bears have less fat, they have a lot more sugar. In fact, six times as much as the original Pom Bears.
For this, the manufacturer Intersnack Germany receives the negative "Golden Windbag" award from Foodwatch. According to the consumer organisation, over 50,000 people took part in an online vote, with 28 per cent voting for the mini bears.
"Sugary children's advertising lie"
The new equivalent of the Pom Bears is therefore "the most brazen advertising lie of the year", according to a media release. "Consumers are punishing Intersnack for its sugary children's advertising lie," says Rauna Bindewald from Foodwatch. This is misleading health-conscious parents. "Advertising with '50% less fat' and increasing the sugar content at the same time - that doesn't go together."
Aparticularly as it's not a sweet - but savoury crisps, which you wouldn't expect to have such a high sugar content. As is so often the case, the devil is in the small print. A closer look at the back of the packaging reveals: The paprika version of the oven minis contains 13 grams of sugar per 100 grams, while the "sour cream style" crisps contain 12 grams. The original large Pom Bears, on the other hand, which you can buy in our shop, only contain 2.2 grams. How can that be?
The manufacturer defends itself
The reason for this is a different manufacturing process, Intersnack told Spiegel Online. Due to the combination of potatoes and wheat, the oven minis contain more sugar than other potato snacks.
The German food company rejects the accusation that the Pom Bears are primarily aimed at children. It is a brand that parents and families should reach for, it says. Foodwatch speaks of "absurd excuses": with "parents and families", children are automatically included. The organisation also points to the cartoon characters on the packaging and the bear-shaped crisps - which clearly meet the criteria for children's food. This year's cream puff winner is representative of "the widespread health scams and junk food advertising aimed at children in supermarkets".
Sugar bombs children's cereals
A recently published check by Stiftung Warentest also shows how difficult it is for parents to expose sugar traps. Of 110 cereals tested for children, just 24 were acceptable. The rest were sugar bombs with up to 37 grams of sugar per 100 grams. This is almost three times higher than the maximum limit of 12.5 grams of sugar set by the World Health Organisation (WHO).
In the end, the only solution is always the same: if you don't want to serve your children food that is disguised as healthy, you can't avoid reading the small print on the back. Whether it's cereals or savoury biscuits. Regardless of whether there are cute, colourful tigers, frogs or crowned bears on the packaging.
Cover photo: Foodwatch.org
Katja Fischer
Senior Editor
Katja.Fischer@digitecgalaxus.chMom of Anna and Elsa, aperitif expert, group fitness fanatic, aspiring dancer and gossip lover. Often a multitasker and a person who wants it all, sometimes a chocolate chef and queen of the couch.
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