A WEST MIDLANDS campaign is urging parents to cut their children’s sugar intake for the new year – and combat growing rates of childhood obesity.
Public Health England (PHE) claims the average child has already exceeded the maximum recommended sugar intake for an 18-year-old by the time they reach their tenth birthday, based on their consumption from age two.
The shocking figure has been revealed as a new Change4Life campaign launches this week urging parents to halve their children’s sugar intake from some everyday food and drinks.
Recent data shows childhood obesity has reached alarming rates, with nearly a quarter of four to five-year-olds overweight or obese in the West Midlands.
And this increases to about 37 per cent in 10 to 11-year-olds.
Overweight or obese children are more likely to remain that way as adults, increasing their risk of heart disease and some cancers.
PHE also says more young people than ever are developing Type 2 diabetes in the region.
Excess sugar has also led to about a quarter of five-year-olds in the West Midlands developing tooth decay.
To help parents,, Change4Life is encouraging them to ‘Make a swap when you next shop’.
The campaign encourages parents to swap a higher sugar yoghurt, cereal or juice drink with a lower sugar equivalent.
Making these swaps every day could remove around 2,500 sugar cubes per year from a child’s diet, PHE says.
But swapping chocolate, puddings, sweets, cakes and pastries for healthier options such as malt loaf, sugar-free jellies, lower-sugar custards and rice puddings would reduce their intake even more.
Families are encouraged to look for the Change4Life ‘Good Choice’ badge in shops.
They can also download the free Food Scanner app or search Change4Life to help them find lower sugar options.
Deputy Director for Health and Wellbeing at Public Health England in the West Midlands Dr Lola Abudu said: “Reducing the amount of sugar children consume can often be a challenge for parents.
“By asking them to ‘Make a swap when you next shop’, we’re making it easier for families to find healthier options of the foods they love.”
