It is encouraging to see children's food and nutrition in the headlines. This is an important topic, as the fact that one in five children is obese before starting school shows.

Government initiatives such as Start4life, which targets babies' nutrition, and improvements to school dinners, have made some progress in terms of educating the nation about healthy eating, but one age group is currently being neglected: under-fives.

There are no nutritional guidelines for children aged one to five years old. More alarmingly, supermarket aisles are filled with food marketed for children, often with very high levels of salt and sugar.

Some brands justify adding sugar and salt to make their products tastier for kids. This is a dangerous message, suggesting that if a child is going through a fussy eating phase the answer is to add salt or sugar. Actually we know that children's palates develop based on what they are fed from an early age. They don't miss what they've never had.

It is possible to create great-tasting food using 100%-natural ingredients and no added salt and sugar. Surely this should be the objective. As brands, we have a responsibility to set higher product standards and to help parents feed their children healthily instead of misleading or confusing them.

With children's obesity statistics set to grow at a frightening level (and in turn heart disease, diabetes and some cancers), the health of the next generation depends on the choices we make now.

Hillary Graves, co-founder and MD, Little Dish