Free sugars are the sugars added to foods and drinks, as well as those naturally present in honey, syrups and fruit juices. While the government recommends that no more than 5% of daily energy comes from free sugars, NDNS survey findings show that children are currently getting about 10.5% - so twice the amount advised.

Understanding what "too much" actually means and where hidden sugars lurk is essential for parents, educators, and anyone involved in shaping young people's diets.

The Current Guidelines

The World Health Organisation,  Public Health England  and the NHS have established clear maximum daily limits for "free sugars" - those added to food and drinks, plus natural sugars found in honey, syrups, fruit juices, and smoothies.  Free sugars should not make up more than 5% of the energy (calories) that children get from food and drink each day.  Yet sugar is being heavily overconsumed.  So, what does this sugar guidance look like in real-life terms?

• Children aged 2 to 3 should have no more than 14g of free sugars a day (3 and a half sugar cubes).
• Children aged 4 to 6 should have no more than 19g of free sugars a day (5 sugar cubes).
• Children aged 7 to 10 should have no more than 24g of free sugars a day (6 sugar cubes).

Where Sugar Hides

Parents often underestimate sugar content because it appears in unexpected places. Data from the UK National Diet and Nutrition Survey shows that most sugar consumed by children aged 4 to 10 years comes from:

• Buns, cakes, pastries, and fruit pies
• Chocolate confectionery
• Flavoured milks
• Jams, preserves, and sweet spreads
• Soft drinks with added sugar
• Sugar confectionery
• Sugary breakfast cereals (e.g. frosted or chocolate-flavoured varieties)
• Sweet biscuits
• Yoghurt, fromage frais, and dairy desserts

Sugar can also lurk in foods that we may not expect such as condiments and sauces, jarred pasta sauce, barbecue sauce, salad dressings, protein bars, iced teas, sport and energy drinks. So, look out for hidden sugars on food labels.

Sugary Terminology

There are a lot of different words for sugar that can be used – sugars (like cane sugar), syrups (like corn syrup and high-fructose corn syrup), molasses, caramel, honey or agave.  “Frosted”, “glazed”, or “caramelized” can also point towards sugar being used.  Also, words related to sugar generally end in “-ose” e.g. glucose, fructose, lactose, maltose, sucrose and dextrose, so look out for those.

Practical Approaches for Parents

The goal isn't to demonise sugar or create anxiety around food choices. Rather, it's about helping children develop balanced eating habits that will serve them throughout life.  Here are a few daily swaps to help keep children’s sugar intakes in check.

• Make smart swaps. Choose plain porridge or lower-sugar cereals instead of frosted varieties. Offer plain yoghurt with fresh fruit rather than flavoured options.
• Keep treats occasional. High-sugar foods can still be enjoyed as occasional treats rather than everyday staples. When offering cake or biscuits, choose lower-sugar options where possible, keep portions small, and balance them with nutritious foods.
• Embrace whole fruit. Fresh fruit contains natural sugars along with fibre, vitamins, and minerals, making it very different from the free sugars found in many processed foods. Whole fruit should be encouraged every day.
• Avoid labelling foods as “good” or “bad.” This can create unhealthy relationships with food. Instead, explain that all foods can fit into a balanced diet, with some foods helping fuel our bodies every day and others enjoyed as occasional treats.
• Lead by example. Children learn a lot from watching adults. Enjoying balanced meals, drinking water, and choosing healthy snacks and lower sugar snacks together can help build positive habits that last.

Looking Forward

A small amount of sugar within a balanced diet isn't harmful. The challenge lies in the cumulative effect of sugar appearing in so many everyday foods, often without parents' awareness.

By understanding the guidelines, recognising hidden sources, opting for lower sugar alternatives and making incremental changes, we can help ensure our children develop healthier relationships with food that will benefit them for decades to come.

Author: Dr Emma Derbyshire is CEO of Nutritional Insight Ltd, a consultancy specialising in nutrition science and communications.

References

• Office for Health Improvement & Disparities (2025) National Diet and Nutrition Survey 2019 to 2023: report. 
• British Nutrition Foundation (2026) Sugar – What are sugars?
• Public Health England (2015) Why 5%? An explanation of the Scientific Advisory Committee on Nutrition’s recommendations about sugars and health, in the context of current intakes of free sugars, other dietary recommendations and the changes in dietary habits needed to reduce consumption of free sugars to 5% of dietary energy.
• World Health Organisation (2015) Guideline: sugars intake for adults and children.
• NHS (2023) Sugar: the facts.
• CDC (2026) Spotting Hidden Sugars in Everyday Foods.