A new Change4Life campaign will expose the “hidden nasties” in everyday foods in a bid to help people to become more “food smart”.
The campaign will play host to the first ever health-focused advertising break tonight (7 January 2013), which will be aired during soap opera Coronation Street on ITV – a popular programme that regularly attracts an audience of 9.4m.
New TV adverts, which are made by Aardman, creators of Wallace and Gromit, will reveal there is a “shocking” 17 sugar cubes in a bottle of cola and more than a wine glass worth of fat in a large pizza.
Just over 2000 people were polled on their knowledge of the food they eat before the launch of the campaign. Half said they didn’t know there are 11 lumps of sugar in a can of cola; and 49% of people aren’t aware that a large takeaway pepperoni pizza has two times the recommended maximum daily intake of saturated fat.
The ‘ad takeover’ will feature ads from Asda, Quorn, Uncle Ben’s, the Co-Operative Food and Cravendale and will include a range of healthy eating tools and information from recipes to money-off vouchers.
Public Health Minister Anna Soubry, who formally launched the campaign today, said a million mums have changed their behaviour when preparing food thanks to the Change4Life campaign but highlighted that England continues to have one of the highest rates of obesity in Europe with over 60% of adults and a third of 10 and 11 year olds overweight or obese.
“Making healthier, balanced meals on a budget can be a challenge for families. This new Change4Life campaign offers families free healthy recipes and money off those much needed cupboard essentials to encourage everyone to try healthy alternatives,” she said.
Obesity costs the NHS £5bn each year with 40,000 people dying of conditions attributable to being overweight or obese.
The new Change4Life camapign offers a new smart phone and tablet app, which features a meal mixer and shopping list function to assist people in making healthy choices when visiting the supermarket.