Some of the world's top food firms are joining health professionals to deliver a healthy living campaign aimed at tackling Britain's soaring obesity rates.
The government's Change4Life initiative involves companies like Coca-Cola, Mars and Nestle and will feature a series of adverts, activities and resources promoting healthy eating and exercise.
The Department of Health said the focus of the campaign was to "kickstart a lifestyle revolution for every family".
Firms including Cadbury, Unilever, Coca-Cola, Kellogg's, Kraft, Mars, Nestle and PepsiCo are all taking part alongside major supermarkets Asda, Tesco and The Co-operative Group.
A special helpline is being set up where specially-trained advisors will be on hand to deliver support concerning exercise and nutrition.
A website has also been set up to bring together more than 45,000 groups and projects aimed at promoting healthy living.
TV adverts will feature cartoons depicting scenes for a bygone era, when people took more exercise. They contrast with modern scenes of families eating pizza and children playing video games.
Data suggests that 90% of today's children will be overweight or obese by 2050 unless action is taken now, putting them at risk of heart disease, cancer and type 2 diabetes.
Copyright © Press Association 2009
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