Change4Life’s latest campaign will encourage the public to make “one easy swap” to help cut sugar and far from their everyday snacks, Public Health England (PHE) has revealed.
The Smart Swaps TV advertising campaign will focus on swapping sugary drinks to diet, sugar-free options or low fat milk. By doing so, an average family could avoid ingesting three quarters of a 1kg bag of sugar over four weeks.
By swapping whole milk for semi-skimmed milk, families could save a third of a pint of fat over a month.
New data shows the vast majority of parents of children ages 18 and under (76%) are concerned about the amount of sugar their children consume and many (68%) are concerned about the amount of fat in their children’s diets.
PHE has made five suggestions for SmartSwaps that families could make:
- 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
- Whole milk to semi-skimmed; or semi-skimmed to 1% fat or skimmed milk
Professor Kevin Fenton, PHE director of health and wellbeing said: “We all eat too much saturated fat and sugar which can increase our calorie intake. Together this increases our risk of obesity, cardiovascular disease, diabetes and some cancers.”
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% 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.”
By signing up to the campaign, people will receive a pack with healthier meal ideas, fridge magnets and money-off vouchers. A free recipe app is also available.
PHE has announced £840,000 worth of vouchers for those who sign up to the campaign.