Monkey business on kids’ sugar

CARTOON characters are proving way too sweet for Australian children.

An Obesity Policy Coalition analysis of foods targeted at children through use of cartoon characters reveals massive amounts of sugar, despite guidelines to prevent unhealthy products being marketed to kids.

The Coco Pops monkey (above), Frosties’ Tony the Tiger, Yogo’s gorilla and Scooby Doo are in the sights of a report from the Cancer Council and dietitians to the Senate inquiry into childhood obesity.

While Australian advertising standards state unhealthy foods and drinks should not be directly marketed to children, packaging is not covered by self-regulation guidelines.

OPC executive manager Jane Martin said too many companies were exploiting the loophole with fun, colourful characters that were a kid-friendly code for sugar.

“There is a lot of work going on in schools and early childhood centres and communities to make healthy choices easier, and this undermines those efforts as well as those of parents,” she said. “The packets are something that children are attracted to in the supermarket.”

The OPC survey findings show six out of 10 products featuring cartoons or characters contain levels of sugar higher than the Australia Department of Health’s recommended 15g per 100g. Of 41 breakfast cereals examined, 30 were high in sugar.