Food companies are capitalising on techniques like bright packaging to entice children to consume unhealthy foods, according to Jamie Oliver fronted campaign group Bite Back.
In the research, which was carried out with Action on Salt, Bite Back analysed the front-of-packs sold by the biggest global corporations operating in the UK, finding that 80% of unhealthy products used the techniques.
The second most common technique was unusual shapes or flavours, which was used by over half (59%) of unhealthy products.
The findings found that all 58 products made by multinational firm Mondelez (which owns brands like Dairylea, Oreo and Milka Chocolate) were deemed unhealthy, while 100% of those made by Ferrero were unhealthy.
Meanwhile, when it came to child-appealing products, Nestlé was the biggest culprit with 59 child-appealing products, of which 56% are classed as unhealthy.
The worst offenders by products included Kinder Surprise, M&M’s Random’s and Monster Munch Giants.
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“Whether it’s through fun characters, bright images or exciting new shapes, these switched-on companies are choosing them because they know they will capture young minds,” said Jamie Oliver.
Last week, the group took the findings to the House of Lords inquiry into ulta-processed food, diet and obesity.
Bite Back CEO James Toop said: “It’s a particularly effective tactic when it comes to targeting children, with lots of research showing its power to influence children’s taste and product preferences.”
Speaking about junk food and advertising during an interview with Radio 4’s Today Programme, chief medical officer Chris Whitty said while he would like to see the advertising of the “most harmful junk foods curbed”, he saw it as a different issue from smoking.
“Smoking is a product which is designed to addict as early as possible and keep people addicted for life,” he said.
Many local councils, including Luton,Tower Hamlets and more have taken action to ban junk food advertising.
