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Change4Life launches new Be Food Smart campaign

A new campaign that highlights the surprising amount of sugar, saturated fat and salt found in everyday food and drink has been launched to encourage parents to ‘Be Food Smart’.

Without realising it, we are all eating too much sugar, saturated fat and salt. The Change4Life ‘Be Food Smart’ campaign brings food labels to life, enabling families to make healthier food and drink choices. Childhood obesity is a growing issue with figures showing that in England, more than 1 in 4 children aged 4-to 5-years-old and more than 1 in 3 children aged 10 and 11-years-old are overweight or obese.

Our kids might seem fine on the outside but too much sugar and saturated fat can lead to the build-up of harmful fat on the inside that we can’t see. This fat around their vital organs can cause weight gain and serious diseases in the future, like heart disease, Type 2 Diabetes, or even some cancers. Too much salt can also raise our blood pressure putting us at additional risk of heart disease or stroke.

Alongside TV ads, out of home and digital advertising, the campaign includes the distribution of 4.6 million free Be Food Smart packs to primary school age children and their families at local events across England.

The Be Food Smart campaign empowers families to take control of their diet and protect their children from the harmful effects of consuming too much sugar, saturated fat and salt. The free app works by scanning the barcode of products, revealing how much sugar, saturated fat and salt is inside and encourages users to make healthier choices. The Be Food Smart app has something for everyone, like tips and suggestions for adults, new food detective activities for the kids and fun ‘mini-missions’ for the whole family.

The Be Food Smart app is available from from the iTunes store or Google Play. Search Change4Life for more information.