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Groundbreaking ‘hidden nasties’ food ad airs tonight

DH launches ‘Be Food Smart’ campaign during Coronation Street

Ingrid Torjesen

Monday, 07 January 2013

Graphic TV advertisements exposing the ‘hidden nasties’ in everyday foods are to be screened tonight for the first time.

The TV advertisements, made by Aardman, the creators of Wallace and Gromit, are part of the Department of Health’s Change4Life and reveal that a shocking 17 sugar cubes are in a bottle of cola and more than a wine glass of fat in a large pizza.

The Change4Life will air tonight during the ever health-focussed ad break. The ad break during at prime-time in Coronation Street will also feature ads from Asda, Quorn, Uncle Ben’s, the Co-Operative Food and Cravendale.

The unique ad slot encourages the public to think about the ‘hidden nasties’ in everyday foods so they can better manage the amount of salt, fat and sugar in their diets.  

Sheila Mitchell, Department of Health Director of Marketing said: “This is first time ITV has teamed up with us for an ad takeover. We have worked closely with partner organisations including ASDA fresh fish and Uncle Ben’s rice to highlight how easy it is to eat well on a budget.

“The takeover closes with a reminder to sign up to Change4life to receive a free meal mixer.”

Everyone that signs up to the campaign will get a free ‘Food Smart Meal Mixer’ with lots of quick, easy, healthier recipes and a range of money-off offers.

Public Health Minister Anna Soubry said: “Making healthier, balanced meals on a budget can be a challenge for families. This new Change4Life campaign offers families free healthy recipes and money off those much needed cupboard essentials to encourage everyone to try healthy alternatives.”

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