Campaign background
What's really in your food?
With childhood obesity reaching alarming rates in England, the right tools were needed to educate parents and help them make the necessary changes to family mealtimes, in a simple and easy way.
Strategy
More than 15 children start primary school overweight or obese, rising to a third by the time they leave.
Research reveals, without realising – children are eating three times more sugar than the recommended daily guidelines. Amongst parents whose children were consuming the equivalent of three or more sugar cubes at breakfast, 84% considered the breakfast to be healthy.
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