Jamie Oliver's school dinner crusade is inspiring a new generation of health-conscious school children.

More and more school kids are demanding their parents purchase healthier food because of the so-called Jamie effect, according to Chris Langley, managing director of food innovation group Invig.

"Kids' attitudes towards food are starting to change. They're beginning to influence their parents and point them in the right direction," said Langley speaking at Leatherhead International's Food For Kids conference.

In the UK parents spend an average of £649 a year on food and drink targeted at 5-14 year olds, more than double the EU average.

Despite stringent advertising regulations, manufacturers were urged to keep innovating.

"There are significant opportunities for the food industry to market healthier treats for children, but it has to be pitched right," said Bryan Ubrick, CEO and president of the Consumer Knowledge Centre.