Change4Life launches latest wave of ‘Smart Swap’ Change4Life campaign with Unilever and Pepsi Max as partners
Public Health England has launched its latest Change4Life campaign to encourage people to swap fatty and sugary foods for healthier alternatives. As part of the new ‘Smart Swap’ campaign, which will run across TV, print, online and radio, consumers can access £840,000 worth of money-off vouchers for healthier products. Brands that have signed up to offer vouchers include Unilever, Pepsi Max and Robinsons, while people can redeem the vouchers at stores including Asda, Lidl and Co-operative Food and Aldi. The campaign’s TV spots feature plasticine characters created by Aardman Animation, each dedicated to promoting the benefits of making ‘smart swaps’ when food shopping, and ditching fatty and sugary products for healthier ones. The news comes as new research, conducted by YouGov, revealed the majority of parents (76 per cent) with children aged 18 and under are concerned about the amount of sugar their children consume and 68 per cent are worried about the amount of fat in their children’s diets. However, of the 4,014 UK adults polled 40 per cent said they would swap sugary drinks for diet, sugar-free versions, milk or water to save their family up to 283 sugar cubes a month. The same amount said they would swap to reduced fat cheese to save up to a third of a pint of fat each month for their family. Public Health minister Jane Ellison said: “We know how difficult it can be to make big changes to your diet which is why this new Change4Life campaign suggests small changes as a step in the right direction. “With over 60 per cent of adults and a third of 10 and 11 year olds overweight or obese it is really important that we keep helping people make better choices about their diet. “We want to make it easy for everyone to keep track of what they eat and make healthier choices. “By working with industry through the Responsibility Deal, we have, for example, already significantly reduced artificial trans fat and salt in foods, and set-up consistent front of pack food labelling which all the major supermarkets and some big manufacturers have signed up to.” The campaign has focused on five simple smart swaps for consumers to choose from: sugary drinks to diet, sugar free or no added sugar drinks or to low fat milk or water; cheese to reduced fat cheese; butter to lower fat butters or spreads; sugary cereal to low sugar cereal, for example, plain whole wheat cereal biscuits, plain shredded whole grain or plain porridge; and whole milk to semi-skimmed; or semi-skimmed to 1 per cent fat or skimmed milk.