"All they want to do is sell their products to make money," was the opinion of 10- and 11-year-old girls surveyed by independent market research agency ChildWise, for a report on healthy eating from a child's perspective.
Drawing on questions posed to more than 1,000 children aged five to 16, and discussion groups with children and mums, the Children and Healthy Eating report reveals the power of advertising and celebrity product endorsement.
"If you think of sweets or fruit, if there was David Beckham on the fruit and nothing on the sweets, you would buy the fruit," explained a 10-year-old girl.
According to ChildWise, products such as Dairylea Lunchables, appeal to children but frustrate mums when they fail to eat them. Fruit substitutes, such as Kellogg's Screamin' Fruit Winders, are widely classed as sweets.
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