Which? pushes industry to CAP, tackle and stop cartoon marketing of unhealthy foods to kids

Tony the Tiger, Pom-Bear, Moo the Dairylea cow and Snap, Crackle and Pop are cartoon baddies in the fight against childhood obesity and diet-related disease, new Which? research has revealed*.

Out of 19 children�s food company cartoon favourites, not a single character promoted only healthier products**. The research demonstrates the need for industry to amend their self-regulatory CAP and BCAP codes*** and use these much-loved characters to promote foods that are lower in fat, salt and sugar.

Despite being revised in April 2007, the protection offered to children by the CAP and BCAP code remains weak. At the moment these industry codes restrict the use of third party licensed characters like Shrek for younger children, but do nothing to stop company-owned characters and do not cover all types of promotions, including packaging.

The Cartoon League Table was compiled after two thirds (66 per cent) of people told Which?**** they think food companies should not be allowed to use cartoon characters to promote unhealthy foods to children*****.

This new research is part of Which?�s wider campaign to introduce restrictions on marketing of junk food to children through TV, internet and packaging as part of the broader fight against childhood obesity and diet-related health problems.

Cartoon baddies included:

> Moo (Kraft - Dairylea) - Kraft�s cartoon cow is present across a large spread of Dairylea packaging. Moo may seem a salt of the earth character, but her products contain another sort of sodium. Cheese products can be a rich source of calcium but are often high in saturated fat and salt. Dairylea Lunchables chicken �n� cheese wraps, for example, contain over a third of the maximum amount of salt a 7�10 year old child should consume in a day (Food Standard Agency guidelines).

> Tony the Tiger (Kellogg�s - Frosties) � known for the catchphrase, �They�re gr-r-reat!�, this stripy character has promoted his frosted cereal for over 50 years making him a household name. But Frosties contain over a third sugar, giving parents a reason to paws for thought.

> Captain Crunch (Red Mill Snack Foods - Transform-A-Snack) � he spends his days fighting the evil Baron Von Scoffalot, but with crisps that are high in fat and salt, let�s hope he doesn�t scoff all the snacks he promotes.

Clare Corbett, Which? Food Campaigner said: �Cartoons are great fun for kids. We definitely don�t want to see the end of popular characters like Tony the Tiger and the Honey Monster, but we do want to see them promoting healthier products.

�Food companies must play their part in the fight against childhood obesity and diet-related disease by acting responsibly. Going back to the drawing board and closing the cartoon loophole in their self-regulatory CAP and BCAP codes is a vital step in tackling this complex issue. If the industry fails to act, the Government must step in.�

- Ends -

NOTES TO EDITORS * The Cartoon Villains are still getting away with it (Which? report Oct 2008). ** Between April and August 2008 Which? bought examples of products featuring popular �brand-equity� (brand-owned) children�s cartoon characters from the main supermarkets. Which? defined 'cartoon characters' as those owned by the brand that used them, as these are not covered by current restrictions on marketing of food to children. Researchers from the British Heart Foundation Health Promotion Research Group at Oxford University, who developed the Food Standard Agency�s nutrient profiling model, analysed these products to see whether they would be classed as �less healthy� or �healthier�. Which? then contacted the food companies who own these cartoon characters to confirm that our analysis of the products they are used on was correct and that there had not been any changes in the formulation of the products since our shopping trips. An average nutrition score for each character was calculated and the characters were then ranked in order of this score.

*** Despite being revised in April 2007, the protection offered to children by the industry-owned CAP (Committee of Advertising Practice) and BCAP (Broadcasting Committee of Advertising Practice) codes remain weak.

**** 2027 UK adults 16+ were surveyed 8-12 February 2008. *****As defined by the Food Standard Agency�s nutrient profiling model.

KIDS� FOOD CHARACTERS WHICH? LOOKED AT:

Kellogg Marketing and Sales Company (UK) Limited Tony the Tiger (Frosties) Captain Rik (Ricicles) Coco the Monkey (Coco Pops) Loopy (Honey Loops) Snap, Crackle and Pop (Rice Krispies) Cornelius the Cockerel (Cornflakes)

Nestle UK Ltd Quicky the Nesquik Bunny (Nesquik) Munch Bunch (Munch Bunch) Pete and Pardner (Golden Nuggets) Chip the Wolf (Cookie Crisp)

Honey Monster Foods Limited Honey Monster (Sugar Puffs)

Walkers Snack Foods Limited Monster Munch (Monster Munch crisps)

Coca Cola Enterprises Limited Marco, Merv, Todd, Winnie (Fanta)

PepsiCo Fido Dido (7Up)

Ovaltine UKR. Twining & Company Limited Max 4 Milk

Dr Oetker (UK) Limited Paula the Cow (Paula Chocolate Desserts)

Kraft Foods UK Ltd Moo (Dairylea)

Red Mill Snack Foods Limited Captain Crunch (Transform-A-Snack)

Intersnack Limited Pom-Bear (Pom-Bear Snack)

WHICH? IS CALLING FOR > The Government to provide clearer direction on the need to limit irresponsible marketing of less healthy foods to children and to work with industry and other stakeholders to develop and introduce restrictions covering the wide range of non-broadcast methods, such as product packaging, sponsorship and the internet, that are used to target less healthy foods to children.

> The CAP and BCAP groups to strengthen their codes significantly to demonstrate that they are committed to playing a responsible role in the fight against childhood obesity. The revised CAP code (following the review this year) should cover all types of promotions including the use of company-owned cartoon characters, be based on the FSA�s nutrient profiling model (to distinguish healthier/less healthy foods), and cover all children up to 16.

> The Advertising Standards Authority (ASA) to create a CAP advisory group with effective consumer representation.

- Individual food companies to act responsibility by developing and marketing healthier products to children and ending irresponsible promotions of foods that conflict with dietary recommendations.

For a copy of The cartoon villains are still getting away with it report, please contact Kate Turnbull on 02077707582, or e-mail kate.turnbull@which.co.uk. Spokespeople are available for interviews and comment.