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A mixed reaction to new Change4Life adverts

Published on 08/01/2013

The latest phase of the Change4Life scheme has been launched with a new television advert promoting healthy eating.

Government Change4Life campaign

The advert, made by the creators of Wallace and Gromit, reveals how a bottle of cola contains 17 sugar cubes and how there is more than a wine glass of fat in a large pizza.

Change4Life is a government backed programme designed to get people in England and Wales eating more healthily.

By signing up to the campaign online, families receive recipes and ideas for menus, as well as offers at supermarkets across the country.

Many different food firms are involved in the campaign, and are reducing their prices at more than 1,000 Asda, Aldi and Co-Operative stores.

Public Health Minister Anna Soubry said: “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."

But critics have argued that the campaign is a waste of money. Labour’s Diane Abbott said spending £2million stating the obvious was an “insult” to hard-up families when record numbers relied on food banks.

Other experts lay the blame with the food companies. Dr John Middleton, vice president of the Faculty of Public Health, said: "While in principle we welcome efforts by manufacturers to offer discounts on healthy products, we know that some families fill up on cheap, unhealthy food that could be produced more healthily if companies chose to do so.

"We all need to work together to tackle the root causes of obesity, not just the symptoms that are easy to treat."

New figures show that more than a third of children in their last year of primary school are now obese or overweight, despite the best efforts of government campaigns like Change4Life.

Some medical insurance providers offer incentives to help their customers live a healthy lifestyle. This may include discounted gym memberships and rewards for buying fruit and vegetables.

© ActiveQuote Ltd. 2013

Categories:  Health
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