The government has launched a major new healthy eating initiative designed to get more children eating fruit and vegetables.
The Healthy Living Initiative was unveiled this week by public health minister Caroline Flint. As part of a programme to get families making healthier food choices, a new 5-a-Day campaign called Top Tips for Top Mums will aim to encourage parents to exchange tips on how to get children eating more fruit and veg.
The campaign was put together on the back of a study by the Medical Research Council Human Nutrition Centre and the Department of Health which underscored the need for children under the age of 11 to limit unhealthy weight gain.
Top Tips for Top Mums, which is directed at young families from low income backgrounds with children aged two to 11, will feature a media campaign and partnerships with key retailers and other organisations. The 5-a-Day website will also be more heavily promoted.
The campaign promises that various initiatives will be rolled out throughout the course of this year and 2008 designed specifically to help families overcome the factors preventing them from eating healthily.
Flint explained: “We know young families are aware of the 5-a-Day message but are not necessarily eating 5-a-Day. Top Tips for Top Mums will help families share ideas about what works for them in overcoming the barriers to a healthy diet.”