Eat This

The Government's attempt to whip the nation's flabby juvenile resources into the soldiers, stockbrokers and shelf-stackers of tomorrow has come in for some uncharitable criticism by a children's health group. The Department of Health, which takes advice from the likes of Kellogg's and Nestlé, has been promoting a campaign called Change4Life, whose New Labour roots are evident in its gosh-trendy use of a digit for a word. Supposedly an attempt to incentivise healthy eating, in order that children may grow up to be as fit and self-sufficient as any expenses claimant, the campaign is actually an advertising stunt for the likes of Kellogg's and Nestlé, designed to publicise brand-name junk food while bigger savings and better diet would result from buying something in a less glamorous wrapper. Nevertheless, the Children's Food Campaign has denounced the initiative as "insulting". Evidently, like so many of Britain's charitable resources, the Children's Food Campaign has a long way to go before it truly appreciates what Daveybloke's Big Society thingy is really all about.