Dietary behaviours in early childhood can have a significant influence on health outcomes in later life(1). Ensuring adequate dietary intake during this time is critical for the child’s growth and development. This can be challenging for parents as they navigate the infant and toddler nutrition environment, seeking to make optimal feeding decisions for their child. Nutrition and health claims have been found to influence parents’ perception of the healthiness of a food and increase their intention to purchase a product(2). Nutrition and health claims are permitted on toddler milk (TM) labels in Australia and New Zealand. Prior research found TMs to have as many as 26 claims on their labels(3). Parents perceive TMs with these claims as healthy, and to be an essential part of their child’s diet. Despite TMs not being recommended as part of a healthy diet by the World Health Organization, more than 30% of toddlers in Australia reportedly consume them. This study aims to assess on-pack claims, messages, and imagery of TMs currently available on the retail market in Australia and New Zealand. An in-store and online audit of Australian and New Zealand TMs was conducted between August 2025 and May 2026. Products were eligible for inclusion if they were labelled as TMs/formulas or suitable for children aged between 1 to 5 years. Labelling characteristics for each product were extracted from photographs or screenshots of the products. All claims were categorised as regulated or unregulated as per Food Standards Australia New Zealand(4). A total of 52 products were identified with 1,684 claims identified across all products, consisting of 896 regulated claims (53%) and 788 unregulated claims (47%). Of the regulated claims, 328 were Nutrition Content Claims (37%) (e.g. “Rich in omega 3 DHA”), and 569 were General-Level Health Claims (63%) (e.g. “Iron for normal cognitive function”). Of the Unregulated Claims, 211 (27%) were relating to Natural/Organic status, 319 (40%) were Unregulated Health Related Claims (e.g. “Trusted Immune Support”, and 258 (33%) were Other claims (e.g. “Scientifically formulated”). On average, each product contained 32 claims, 17 being regulated and 15 unregulated, with one product having 64 claims. Almost all (98%) products contained imagery on the packaging, with 71% representing nature (e.g. animals, grass) and 71% using scientific imagery (e.g. bacterial strain, DNA helix). Forty-four percent of products used both natural and scientific imagery. Nutrition and health claims are abundant on TMs in Australia and New Zealand. The varied nature of the claims present on TMs may impact parents’ ability to accurately assess the healthfulness of a product. Tighter regulations regarding the marketing of TMs are required to prevent parents from being misled into purchasing unnecessary ultra processed products for their children.