Food firms are accused of 'sinister tactics' to get children to eat junk food

Food firms are using 'sinister tactics' to lure children into eating unhealthy snacks.

More than three in four products with packaging that appeals to youngsters are high in fat, sugar or salt, according to campaign body Bite Back.

Britain is 'sleepwalking into a preventable health crisis', the group claims, and it is calling on the Government to restrict unethical marketing to halt the rise in childhood obesity.

It found the UK's ten largest food and drink firms sold 262 products featuring child-appealing packaging - 78 per cent of these were classed as unhealthy. These included crisps, cereals, ice cream and sweets.

TV chef Jamie Oliver, Bite Back's co-founder, said marketing targeted children directly.

'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,' he said.

The Department of Health and Social Care said its sugar-reduction programme had cut levels. It planned action on 'buy one, get one free' deals, and advertising on TV and online.