A Fresh Outlook on Food
Children today are surrounded by advertising for foods high in fat, salt and sugar (HFSS). But when was the last time you saw a strawberry on a billboard?
While government restrictions now limit junk food advertising online and on television before 9pm, the same protections do not apply in outdoor spaces. From bus shelters and billboards to digital screens on the school run, unhealthy food marketing remains a constant presence in many children’s lives.
At British Berry Growers, we believe it’s time for a fresh outlook on food advertising.
Our campaign is calling on the Government to close this gap and extend HFSS advertising restrictions to out-of-home spaces. Parents overwhelmingly support action, with our research showing that almost three-quarters believe outdoor junk food advertising should be restricted.
We want children to grow up in environments that make healthy choices easier, not harder.
That’s why we’ve replaced the familiar imagery of burgers, fries and fried chicken with something different: delicious and healthy British berries.
%
of parents support extending HFSS restrictions to outdoor advertising
%
parents surveyed say their child is exposed to junk food advertising at points during the school run
%
of parents say their child asks for junk food after seeing adverts, with just under half stating that it happens multiple times a week
%
of those surveyed say that junk food advertising actively undermines the healthy eating habits they try to instill at home
%
of parents say they are appalled that fast food giants are advertising around schools
%
of parents say that junk food advertising affects their children’s concentration, mood and performance at school
Strawberries, raspberries, blueberries and blackberries are among the most nutrient-dense foods available. Naturally low in calories and packed with flavour, they provide a rich source of vitamin C, helping to support the normal function of the immune system and contributing to overall health and wellbeing.
Berries are also rich in fibre, an important nutrient that supports digestive and gut health. Most children in the UK do not consume enough fibre, making simple additions such as a handful of berries at breakfast an easy way to increase intake.
Blueberries and blackberries are particularly rich in anthocyanins, the natural plant compounds responsible for their deep blue and purple colours. These powerful antioxidants have been linked to a range of health benefits and are increasingly recognised for their role in supporting healthy diets.
Healthy eating habits begin early. By giving fresh, nutritious foods greater visibility and helping families make positive food choices, we can create a healthier future for the next generation.
Read the full story release here.
TV presenter Kate Quilton, says: “As a mother, I know how difficult it can be to encourage healthy habits when children are constantly being exposed to adverts for fast food and sugary products. Parents are trying their best, but we’re competing with powerful marketing messages everywhere our children go.”
Former Youth MP Dev Sharma, who is also a founding member of Bite Back, says: “When the Government’s new restrictions on junk food advertising came into force earlier this year it was rightly celebrated as a landmark moment for children’s health. But they don’t go far enough. The rules for screens should now apply to the streets.”
Nick Marston, Chair of British Berry Growers, says: “We’re calling for a fresh outlook on food advertising. Foods like berries are packed with fibre, vitamins and antioxidants and can play an important role in a healthy, balanced diet. Children deserve to see more of those positive food choices promoted in the places they live, learn and travel through every day.”
