UK campaign urges parents to reduce children’s sugar intake
Public Health England (PHE) has called for parents to limit their children to two sugary snacks of no more than 100 calories each per day, as part of a new Change4Life campaign. At present, children in England are consuming a daily average of at least three high-calorie sweet snacks and drinks, with a third of children eating four or more. PHE said that children’s food intake can contain three times the recommended amount of sugar on average. The campaign will include money-off vouchers for healthier snacks, a TV advert by Aardman Animations and leaflets in schools.

Children’s snacking habits are setting them up for obesity and poor health, Public Health England has warned, calling on parents to take a tougher line on sweets and cakes and fizzy drinks between meals.

Children in England are eating on average at least three unhealthy high-calorie sugary snacks and drinks every day, says PHE, and about a third of children eat four or more. It is urging parents to draw the line at two and make sure they are not more than 100 calories each.

The diet of the average child can contain three times more sugar than recommended, says PHE. Half the equivalent of seven sugar cubes a day they consume comes from unhealthy snacks and drinks. Each year that includes almost 400 biscuits, more than 120 cakes, 100 sweets, 70 chocolate bars and 70 ice creams, washed down with more than 150 juice drink pouches and cans of fizzy drink.

The slogan of a new campaign under the Change4Life banner is: “Look for 100 calorie snacks, two a day max”.

That could lead to a significant change in diet. An ice-cream contains about 175 calories, a pack of crisps contains about 190 calories, a chocolate bar contains about 200 calories and a pastry contains about 270 calories, says PHE.

There will be a drive to encourage healthier snacking, with signposting at supermarkets and special offers on fruit and vegetables. Parents can sign up on the Change4Life website to get vouchers for money off snacks PHE identifies as healthier, such as malt loaf, lower sugar fromage frais, and drinks with no added sugar.

Other snack foods PHE says are healthier include fresh or tinned fruit salad, chopped vegetables and lower fat hummus, plain rice cakes, crackers, lower fat cheese, small low-fat, lower sugar yoghurt, sugar free jelly, crumpets and Scotch pancakes.

Dr Alison Tedstone, chief nutritionist at Public Health England, said: “The true extent of children’s snacking habits is greater than the odd biscuit or chocolate bar. Children are having unhealthy snacks throughout the day and parents have told us they’re concerned.

“To make it easier for busy families, we’ve developed a simple rule of thumb to help them move towards healthier snacking – look for 100 calorie snacks, two a day max.”

The campaign will include a new TV advert from Aardman Animations as well as leaflets in schools.

Justine Roberts, CEO and founder of Mumsnet, said: “The volume of sugar kids are getting from snacks and sugary drinks alone is pretty mindblowing, and it can often be difficult to distinguish which snacks are healthy and which aren’t.

A third of children are leaving primary school obese or overweight. Recent figures from the National Child Measurement Programme in schools show the number of obese children in reception year has risen for the second consecutive year (to 9.6%) and has shown no improvement in year 6 (20%).

A quarter of children (24.7%) suffer from tooth decay by the time they turn five. Tooth extraction is the most common cause of hospital admissions in children aged 5 to 9 years.