Front-of-Pack, Front of Mind: Empowering Youth for a Healthier Tomorrow

 

In a country where the food environment is evolving at lightning speed, the real battleground to address nutrition-related issues isn’t just our hospitals or clinics but actually lies in our homes, school canteens, food retail outlets, eateries, and local kirana shops. Ultra-processed foods, packaged to entice, priced to sell, and conveniently accessible, are rapidly influencing the daily food choices of our children and youth. These products, often high in salt, sugar, and unhealthy fats, are reshaping dietary habits and escalating the risk of obesity and thus non-communicable diseases (NCDs) at an alarming pace. Thus, the connection between what we eat and our health outcomes has become unmistakably evident. 

Among India’s youth, this crisis is intensifying. Hypertension (high blood pressure), once primarily seen only in adults, is now increasingly being diagnosed in adolescents and young adults, often going undetected due to its silent nature. A systematic review of 25 studies found the overall prevalence of hypertension in Indian adolescents (aged 10–19) to be 7.6% in 2020, with some regions reporting rates as high as 20.5%. Meanwhile, data from ICMR reveals that NCDs among those aged 15–29 have nearly doubled over the past decade. Adolescents and young adults are thus increasingly bearing the brunt of such preventable conditions. In this context, empowering young people with the tools, information, and environments that support healthier choices is no longer optional but a public health imperative. 

Recognizing the growing burden of NCDs, the Government of India launched the "75/25" initiative in 2023 with an aim to bring 75 million individuals living with hypertension and diabetes under standard care by December 2025. While considerable progress has been documented, integrating adolescents into screening and awareness initiatives could strengthen prevention and control, safeguarding the health of India’s youth for decades to come. Moreover, even WHO recommends less than 2000 mg/day of sodium (equivalent to less than 5g/day salt), or just under a teaspoon. 

This escalating challenge makes it clear that information alone isn’t enough, especially when it’s buried in fine print. Adolescents today are navigating an increasingly complex food landscape, where bright packaging and misleading health claims often overshadow actual nutritional content. Even motivated young people often lack quick, accessible tools to decode what’s in the food they consume. To bridge this gap between intent and action, we need simple, clear cues that can inform choices in real time. 

That is why Front-of-Pack Nutrition Labelling (FOPNL) needs to move from concept to effective regulation. We need bold front-of-pack labels that are easy to spot, interpret, and act upon, not just fine print. Nutrient-specific labels that highlight high levels of sugar, salt, or saturated fat in a product can nudge youth away from harmful choices and toward healthier alternatives. This is especially critical in reducing salt intake, a major risk factor for hypertension. Evidence suggests that even modest reductions in dietary salt among young people can significantly lower their future risk of developing high blood pressure. Global examples, from Chile’s black warning labels to Nutri-Score in France and the Keyhole symbol in Scandinavian countries, have demonstrated their effectiveness in being able to deter the young population away from harmful food choices. 

However, India needs to take a more comprehensive approach. We need a youth-friendly, culturally relevant FOPNL system, one that uses intuitive symbols, color codes, and pictorial cues tailored to different levels of literacy and awareness. Evidence indicates that such formats are not only more effective for young audiences but also more inclusive for India’s diverse and multilingual population. At the same time, young people must be equipped with the skills and knowledge to make informed food choices and participate meaningfully in shaping the food environment. When empowered in this way, they don’t just consume better, but they also take ownership of the change. 

Such an approach is exemplified by the youth empowerment component of the Let’s Fix Our Food (LFOF) initiative, which convened a vibrant network of adolescents across the country. This network was convened by the Public Health Foundation of India (PHFI) and empowered them as master trainers, enabling them to mentor and inspire their peers in creating healthier food environments. The LFOF initiative launched in collaboration with ICMR-NIN, UNICEF, and consortium partners focuses on five major key areas, including the need for stringent regulations on the marketing and availability of HFSS foods, preventing the sale of HFSS products on school property, standardizing front-of-pack labeling to help consumers make educated decisions, and imposing taxes on sugary drinks and UPFs to deter excessive consumption in order to prevent schools from turning into junk food hotspots. Findings from a U-Report survey conducted under the LFOF initiative have further highlighted adolescent perspectives, with 63% of respondents expressing the urgent need to simplify the nutrient information presented on food packaging. Through youth-led storytelling, community campaigns, and school outreach, LFOF is showing that when youth are engaged, they become catalysts of change and not just consumers. 

Fixing the food environment for youth must begin by recognizing their agency. With the right tools, policies, and support, they don’t just make better choices; they champion them. This is a fitting moment to spotlight a simple yet powerful lever for change: front-of-pack labels.

Because when it comes to the health of youth, clarity on the path leads to clarity of choice, and that is a future worth investing in.