The Change4Life campaign urges parents to look for low calorie snacks and limit their children's snacking to two times a day.
The move comes after PHE research found that around half of children's sugar intake, of around seven sugar cubes a day, comes from unhealthy snacks and sugary drinks, including sweets, chocolate bars and cakes.
On average children consume at least three unhealthy snacks and sugary drinks a day, with around a third consuming such food and drink at least four times a day.
Around a third of children leave primary school overweight or obese, according to PHE, which hopes to persuade the food industry to cut 20 per cent of sugar from children's food by 2020.
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