PARENTS across the Keighley district are being urged to do their bit to help slash the amount of sugar their children consume.

“Make a swap when you next shop” is the plea from regional health chiefs, as efforts are stepped-up to tackle childhood obesity.

As part of the Change4Life campaign, everyday food and drinks with high sugar content are being targeted.

The initiative comes as latest figures from Public Health England (PHE) show that many children have exceeded the maximum recommended sugar intake for an 18-year-old by the time they are just ten.

PHE says that while children’s sugar intakes have declined slightly in recent years, youngsters are still consuming the equivalent of about eight excess sugar cubes a day.

And data reveals that childhood obesity has reached alarming rates – 23 per cent of four-to-five-year-olds in Yorkshire and the Humber are overweight or obese, increasing to 35 per cent in the ten-to-11 age category.

They are also more likely to be overweight or obese as adults, upping their risk of heart disease and some cancers, and excess sugar can lead to tooth decay.

Corinne Harvey, from the regional PHE, says reducing the amount of sugar children consume can often be a challenge for parents.

But she added: “By asking them to ‘make a swap when you next shop’, we’re making it easier for families to find healthier options of the foods they love.”

She said that making simple everyday swaps, the sugar intake from products such as yoghurts, drinks and breakfast cereals could be halved.

Families are encouraged to look out for a Change4Life ‘Good Choice’ badge in shops, download a free Food Scanner app or search Change4Life online to help them find lower-sugar options.

PHE chief nutritionist, Dr Alison Tedstone, echoes the plea for parents to act.

She added: “Children are consuming too much sugar, but parents can take action now to prevent this building up over the years.

“To make this easier for busy families, Change4Life is offering a straightforward solution – by making simple swaps each day, children can have healthier versions of everyday food and drinks, while significantly reducing their sugar intake.”

She said that while some food and drinks remained high in sugar, many companies had reformulated products such as yoghurts, breakfast cereals and juice drinks, meaning the swaps were a good starting point for families.

Popular brands including Nestlé Shredded Wheat, Nestlé Low Sugar Oat Cheerios, Petits Filous and Soreen malt loaf will display the Good Choice badge online, in-store and throughout their advertising.

Customers can also find healthier options in supporting supermarkets and convenience stores.