Around 30 per cent of children in the UK are overweight or obese, and research shows that children are eating too much saturated fat and sugar. Obese children are more likely to become obese adults, which in turn increases their risk of developing a number of chronic health conditions, including cardiovascular disease, type 2 diabetes and some kinds of cancer. An unhealthy diet high in sugar also increases the risk of developing tooth decay. Children are also eating too much salt which increases the risk of high blood pressure, which in turn increases the risk of heart disease and stroke later in life.
Food and beverage producers aim to build long-term relationships between young consumers and their brands, and research shows that food promotions can influence children’s behaviour in a number of ways including their preferences, purchase behaviour and consumption.
Children as young as 18 month
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