Nickelodeon

Article Type: Food facts June 2008 From: Nutrition & Food Science, Volume 38, Issue 6.

In response to Nickelodeon UK's introduction of a new food policy to ensure their licensed characters on food packaging and in restaurant promotions are limited to products that meet the Government's criteria for determining healthier foods, Clare Corbett, Food Campaigner, Which said: “It's great to see Nickelodeon UK taking action to address the obesity crisis in the UK and using their expertise and creativity to help parents to encourage their children to eat a healthy diet”. “In our Food Fables report, launched this week, we also praised Weetabix and KFC for taking a responsible approach. It's good to see these companies realising the business advantage in listening to consumers and promoting food responsibly”. “Now, the rest of the industry needs to follow this good example, and end irresponsible promotions for unhealthy foods”.

Which wants to see the healthy choice become the easy choice for UK consumers. Consumers want clear, easy to understand information about what makes a healthy diet, and to be able to distinguish between healthier and less healthy products. They do not want to be conned into buying products that are misleadingly presented as healthy and they do not want to see pressure put on children to choose less healthy foods, making it so much harder for parents to encourage their children to eat well balanced diets.

Our research shows that, despite supporting social responsibility, many companies are still putting their efforts into heavily promoting less healthy products whether its through cartoon characters aimed directly at children or the health claims and confusing labelling aimed at reassuring or bamboozling their parents. This is not good enough.

Which wants to see responsible food companies using their creativity to help their customers to make healthy lifestyle choices. We would love to see the need for regulation erased because all food companies had cleaned up their act. We want to see all food companies using their ingenuity and expertise to develop and market healthier options, supported and prompted by a government that acts on its commitment to tackle obesity.

Which is the business name of Which Limited, registered in England and Wales No. 677665. Registered office: 2 Marylebone Road, London NW1 4DF.