Public Health England (PHE) has launched a new Change4Life campaign encouraging parents to get ‘Sugar Smart’ and take control of their children’s sugar intake.

The campaign’s launch comes after it was revealed that four to 10-year-olds eat and drink over 5,500 sugar cubes or 22kg every year, that's the average weight of a five year old.

A new Sugar Smart app will help parents see how much sugar there is in everyday food and drink by scanning the barcode of products and revealing the amount of sugar it contains in cubes and grams. A short film has also been created to warn parents about the health harms of consuming too much sugar.

Dr Alison Tedstone, chief nutritionist for PHE, said: “Children are having too much sugar – three times the maximum recommended amount. This can lead to painful tooth decay, weight gain and obesity, which can also affect children’s wellbeing as they are more likely to be bullied, have low self-esteem and miss school.

“Children aged five shouldn’t have more than 19 grams of sugar per day. That’s five cubes, but it’s very easy to have more. That’s why we want parents to be 'Sugar Smart'."

The campaign will also include television, digital and outdoor advertising, and updated web content across England. Five million Sugar Smart packs will be given away to primary age children and their families via schools, local authorities and retailers and a nationwide Sugar Smart roadshow will take place across 25 locations from 18 January.

Find out more on the Change4Life website.