New Change4Life campaign encourages reduced sugar intake

People across the country are being encouraged to reduce their consumption of sugar by a new Change4Life campaign launched by Public Health England.

The initiative made its debut today (January 5th 2015) with television, radio, digital and out-of-home advertising, plus an email support programme and a national roadshow visiting ten locations.

As part of the campaign, parents are being encouraged to reduce the sugar content of their children's diets by swapping sugary food and drink items for alternative products with a lower sugar content.

Currently, many UK families consume too much sugar, which can have a harmful impact on their health, leading to obesity, heart disease and dental health issues.

Professor Kevin Fenton, national director of health and wellbeing at Public Health England, said: "Reducing sugar intake is important for the health of our children both now and in the future. We are all eating too much sugar and the impact this has on our health is evident."

The Change4Life project first launched in 2009 and has proven successful. Last year, the campaign collaborated with Disney in an effort to help children across the UK to get more active.