People are being encouraged to switch to diet drinks and low-fat milk in a new government-backed Change4Life TV ad campaign.
The Smart Swaps campaign from Public Health England will focus on the benefits of making one easy swap to cut sugar and fat consumption.
As part of the campaign, Public Health England has teamed up with Aldi, Lidl, Asda and The Co-operative Group to offer £840,000 in money-off vouchers for healthier products.
People who sign up to the campaign will receive a Smart Swapper pack of vouchers, meal ideas and fridge magnets. A free Smart Recipes app will also be available.
“Swapping like-for-like food in our diet could help cut out surprising levels of saturated fat, sugar and ultimately calories without having to give up the kinds of food we like”
Prof Kevin Fenton
“We know how difficult it can be to make big changes to your diet which is why this new Change4Life campaign suggests small changes as a step in the right direction,” said public health minister Jane Ellison.
“With over 60% of adults and a third of 10- and 11-year-olds overweight or obese it is really important that we keep helping people make better choices about their diet.”
Public Health England said families could avoid up to a third of a pint of fat each month by switching to semi-skimmed milk and cut out 283 sugar cubes by swapping sugary drinks for diet versions.
The TV, radio and online ads will highlight the high sugar content of everyday foods, including up to 52 sugar cubes in a two-litre fizzy drink bottle.
“Swapping like-for-like food in our diet could help cut out surprising levels of saturated fat, sugar and ultimately calories without having to give up the kinds of food we like,” said Professor Kevin Fenton, director of health and wellbeing at Public Health England.
“We’re committed to doing as much as possible to support families to make these swaps, which is why I’m pleased to announce that hundreds of thousands of pounds worth of offers will be available to those who sign up to Smart Swaps and in store across hundreds of shops in England.”
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