UK Government-backed TV adverts to promote healthier eating habits in England are to be shown for the first time on prime time television.
Food firms are also involved in the latest phase of the Change4Life scheme and their products are being sold at reduced prices in several supermarkets.
The adverts have been made by Aardman, the creators of Wallace and Gromit.
Critics suggest the main beneficiaries of the campaign against “hidden nasties” such fat and sugar in popular foods will be the companies themselves.
Obesity costs the NHS £5bn each year and the latest figures from the Department of Health show that the number of children who are overweight or obese doubles during their time at primary school.
By signing up to Change4Life online, families will receive a compilation of healthy recipes including turkey stir fry and vegetarian chilli, with ideas for daily menus.