Optimal early childhood nutrition is central to healthy growth, wellbeing and development. The World Health Organisation (WHO) Regional Office for Europe Nutrient and Promotion Profile Model (NPPM)(1) recommends that commercial infant and toddler foods do not carry compositional, nutrition, health or marketing claims. The Food Regulation Standing Committee of Australia and New Zealand (NZ) has identified labelling of these foods as a current area of concern(2). This study aims to identify on-pack labelling and marketing claims on commercial packaged foods aimed at infants and toddlers in NZ. Relevant infant and toddler products available in NZ supermarkets were identified through Nutritrack(3), a packaged food database managed by the University of Auckland. Information was collected from four major NZ supermarket chains in Auckland. Photographs of packaged foods and beverages were taken and names, brands, labelling, ingredients and NIP information identified. Data were collected between April and July 2023. In January 2024, online supermarket websites were checked for additional products. Infant products were those intended for ages up to 11 months as indicated on the package, and toddler products for ages 12 months to 36 months. Claims on each side of the package were coded using a pre-existing coding structure according to the three main categories identified in the WHO NPPM, composition and nutrition claims, health claims, and marketing claims, The absence or presence of the type of claim was noted. Descriptive statistics were conducted using Microsoft Excel to analyse frequency of types of claims. Two hundred and ten products were identified, 167 infant and 43 toddler products. All products had some type of claim on the package. On average, there were 7 unique types of claims per product (range 3-14) for both infant and toddler foods. The most common type of claims were composition and nutrition claims, with a mean of 4.0 types per product, followed by 3.3 types of marketing claims and 0.16 health claims. The most prevalent composition and nutrition claims were ‘free from’ claims relating to the absence of ingredients generally perceived to be harmful, most commonly flavours (on 72% of packages), colours (71%), added sugar (53%), preservatives (43%) and salt (33%). Two-thirds of packages (68%) carried statements on the natural or healthy nature of the ingredients mentioning words like organic/fresh/real or natural on-pack. All infant and toddler products carried some type of claim with the most common being about the composition or nutrition of the product, particularly the absence of additives, sugar and salt. Regulation is needed to ensure that parents and caregivers receive accurate information, preventing them from being misled when making purchasing decisions for their children.