Proposal seeks tax on unhealthy foods to curb lifestyle diseases
Ultra-processed foods include instant noodles, processed meats, sugary soft drinks, energy drinks, packaged sweet snacks, fast food burgers, nuggets, breakfast sandwiches, and sweetened or flavoured yogurts. They are known to contribute to the rising burden of Non-Communicable Diseases in the country.
What you need to know:
- In Kenya, approximately four in 10 people (or 39 per cent) die from NCD-related conditions.
The Ministry of Health is proposing new regulations on pre-packaged ultra-processed foods known to contribute to the country’s rising burden of non-communicable diseases (NCDs). The foods include processed meats, sugary soft drinks, energy drinks, packaged sweet snacks, fast food burgers, nuggets, breakfast sandwiches, instant noodles, and sweetened or flavoured yogurts.
According to the World Health Organisation, NCDs, sometimes referred to as chronic diseases, are long-duration illnesses caused by a combination of genetic, physiological, environmental, and behavioural factors.
They include heart diseases (such as heart attacks and stroke), cancers, chronic respiratory diseases like asthma, high blood pressure, and diabetes.
In Kenya, approximately four in 10 people (or 39 per cent) die from NCD-related conditions.
In response, the Food Policy Coalition in collaboration with the Ministry of Health has launched a campaign to reduce the intake of ultra-processed foods.
Speaking during the campaign launch in Nairobi on Wednesday, Zachary Muriuki from the Ministry of Health’s Division of Nutrition and Dietetics said the government will establish five key focus areas for policy reforms.
As part of its proposal, the government plans to introduce taxation on unhealthy foods and provide subsidies for healthy food production.
It also intends to take bold action on marketing restrictions for foods high in sugar, sodium (salt), and saturated fats, with a specific focus on protecting children and adolescents.
All public institutions, including schools, correctional facilities, healthcare centres, and government-funded programmes will be required to implement mandatory healthy diet restrictions.
The government further plans to completely phase out trans-fatty acids and to develop a strategy for reducing sodium content in processed foods and drinks.
Of particular importance to Kenyans is the introduction of Front-of-Pack Nutrition Labeling. This will require industry players to display warning labels that clearly indicate the content of foods that contribute to unhealthy dietary choices.The proposed label is a hexagonal black-and-white image placed on the front of products for ease of reading.
"The current model places nutritional information at the back of the packaging. This makes it difficult for consumers to interpret and understand when making a decision," he said.
Under the new marketing rules, it is prohibited to use a child or a child-like character such as a cartoon to market any form of ultra-processed food.
The government also plans to restrict the sharing of free samples of sweetened beverages to children, particularly adolescents in school.
Last year, the government developed the Kenya Nutrient Profile Model, which provides granular classifications of foods based on their nutritional content. Zachary noted that the model is science-based and helps identify foods and drinks that are harmful to public health.
Implementation will not happen abruptly; instead, there will be an 18-month transition period featuring campaigns across all media platforms urging industry players to shift toward healthier choices.
"Influencers should also align their advertisements with products that promote a healthy lifestyle. The goal is to promote and advance food environment policies that protect all Kenyans from diets related to non-communicable diseases," he added.
In response to current challenges, the Food Policy Coalition will run a six-week campaign to help families make healthier choices.
"This campaign is to urge people to question what hidden ingredients are in the pre-packaged food they purchase," said Celine Awuor, CEO of the International Institute for Legislative Affairs.
"Kenyans deserve clear and understandable information about the food they consume. By encouraging people to ask questions about what is in their food, we are helping families take an active role in protecting their health," she added.
Dr Catherine Karekezi, executive director of the NCD Alliance Kenya, said that raising awareness and empowering consumers with clear information is essential to reversing current trends.
She noted that NCDs are already placing an increasing burden on Kenyan families and the health system, with poor diets being a key driver of this crisis.
Data from the NCD Poverty Commission shows that the disease burden from NCDs reduces household income by about 28 percent. It also creates an economic burden equivalent to a loss of Sh230 billion, which further strains the healthcare system.
Allan Maleche, CEO of KELIN Kenya, said no single institution can address the challenge. That is why the coalition includes partners who have long advocated for healthier eating habits, alongside the government and researchers.
Until three years ago, there was no study on the effectiveness of front-of-pack labeling. The Africa Population and Health Research Centre (APHRC) published a randomised controlled study recommending that labeling be placed on the front, rather than the back of packaging.
This aligns with global guidelines jointly developed by the World Health Organization, known as the Codex Alimentarius, which provides international food standards and labeling guidelines.
"The implementation of front-of-pack labeling should go hand-in-hand with intensive education of the population," said Fabian Oriri, APHRC's Legal and Policy Analyst.
"There is a need to increase awareness about the unhealthiness of foods in terms of nutrients of concern since some participants who correctly identified these nutrients did not seem to know that they were unhealthy," he explained.
