Coca-Cola, Tesco and Aldi show support for Change4Life Sugar Swaps marketing drive
Coca-Cola, Tesco and Aldi have teamed with government public health programme Change4Life for a new campaign to encourage parents to cut down the amount of sugar their children consume.
The Sugar Swaps marketing push recommends four swaps for mums to choose from including giving their children plain cereal instead of sugary cereal or a low-sugar yoghurt rather than an ice cream for dessert.
The campaign launched today with television, radio, digital and out of home advertising, with an email support programme and a national road show set to visit 10 locations nationwide. Asda, Co-op, Aldi, Morrisons, mySupermarket, and the Lead Association for Catering in Education (LACA) are also supporting the initiative.
Professor Kevin Fenton, national director of Health and Wellbeing at Public Health England, commented: “We know from past campaigns that making simple swaps works and makes a real difference. This year we wanted to be even more single minded in our approach, which is why we are focusing on sugar alone. The family challenge highlights that simple swaps could lead to big changes if sustained over time.”
The campaign launched on the back of a survey by Netmums which polled users on their views on sugar. The results highlighted that nearly half (47 per cent) of mums surveyed think their family has too much sugar in their diets, while two thirds of mums (67 per cent) are worried about the amount of sugar their children consume.
Throughout the Sugar Swaps campaign families will be able to register for a free pack which comes with hints, tips and recipe suggestions designed to help parents cut down the sugary foods and drinks consumed by their children, plus money-off vouchers, swap cards and stickers.
Last week Tesco removed sweets and chocolates from checkouts across all of its stores in the UK to make it easier for parents to make healthy eating choices for their children. Mumsnet CEO Justine Roberts welcomed the news and said it is "really positive" to see a supermarket making changes to aid healthy lifestyles.