14th Aug 2008 - 00:00
Abstract
Nickelodeon TV has announced that a new policy they are using means only food and drink items that meet high, fat, salt and sugar regulations (HFSS) will be 'endorsed' by its cartoon and TV characters.
Changes are affective from 2009 and Howard Litton, managing director of Nickelodeon UK explained: "We launched our Nicktrition campaign in 2004 to help children learn more about living a balanced, healthy lifestyle, in addition we have been working closely with a Nutritionist for a number of years to help with the formulations of all of our consumer products and have a growing number of healthy food partners including Ella's Kitchen and Kidsnax. "Many of our characters are household names and we will continue to work with our marketing partners to look at new ways to promote healthy lifestyles to families." Some licensed characters will be used to endorse products seen as occasional treats for example birthdays and holidays.