By the age of 10, the average child has already exceeded the maximum recommended sugar intake for an 18-year-old, Public Health England (PHE) revealed as it launched its latest Change4Life campaign.

This year’s campaign aims to reduce sugar intake and curb childhood obesity and PHE says that while children’s sugar intake has “declined slightly” in recent years, they are still consuming around eight excess sugar cubes each day.

PHE chief nutritionist Dr Alison Tedstone said: “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 foods and drinks while significantly reducing their sugar intake.”

Many popular food brands are taking part in the initiative, with lower-sugar options displaying the ‘Good Choice’ badge available online and in stores, says PHE.