Children given fat chance of good diet.

Byline: By Louella Houldcroft

Parents are having to fight against the food industry's huge pound advertising budget to get their children to eat healthily, North experts claimed last night.

Increasing obesity among young children and a frightening rise in heart disease and certain cancers due to high salt, high fat, high sugar diets has forced the Government to introduce a range of measures to tackle the problem of poor diet in the next generation.

But a new report out yesterday revealed they are being hampered by the food industry, which uses celebrities to sell fast food and unhealthy snacks.

David Stobbs, "5-a-day" co-ordinator for Newcastle and North Tyneside - the project which promotes five portions of fruit and veg a day - said: "If the celebrities would come on board to help promote fruit and veg it would be a massive boost but unfortunately they tend to go for the unhealthier options such as fast food, snacks and fizzy drinks. Sports stars in particular seem to be lured by the fast food industry which is frustrating because you know their strict diets mean they won't be eating that kind of food themselves."

Roselle Oberholzer, 5-a-day co-ordinator for Gateshead and South Tyneside, said: "Peer pressure is a big factor influencing what a child will eat."

The report found that food adverts aimed at children were dominated by what it called the "big four" - breakfast cereals containing sugar, soft drinks, sweets and other snacks.

In Gateshead and South Tyneside a scheme is now underway to encourage children to grow their own food in an effort to stimulate their interest in fresh fruit and vegetables.

Called the "Digging Deep to Deliver 5 a day" scheme, Age Concern has joined forces with the local schools, with members offering their time and advice for free so the children can grow their own food.

Kibblesworth Primary School is one of those taking part and yesterday headteacher Kevin Dodds said it had proved an important educational tool for the youngsters.

"The hope is they not only learn about the environment and growing your own food but are also given the opportunity to try fruit and vegetables they perhaps wouldn't otherwise," he said.

The Health Development Agency says 15pc of 15-year-olds and 8.5pc of six-year-olds are classed as obese.