Parents want celebrities to get behind the government's healthy eating initiatives, according to Michelle Smyth, principal public affairs officer at Which?
Smyth, above, said one parent had suggested if David Beckham was featured in an advert eating an apple, the supermarkets would be practically cleaned out of the fruit owing to the forces of pester-power.
And having popular cartoon characters associated with foods high in fat, sugar and salt rather than apples and oranges is making it harder for parents to appeal to their children.
She said: "Consumers want both government and supermarkets to move to help individuals make healthier choices."
Suppliers should cooperate in local initiatives to raise awareness of healthy produce, for example by holding open days for schools, she claimed.