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Moo the Dairylea cow and Frosties' Tony the Tiger are among the top "cartoon baddies" for promoting less healthy food, according to a survey by consumer champion Which?

The Cartoon League Table was compiled after 66% of people surveyed told Which? they think food companies should not be allowed to use cartoon characters to promote less healthy foods to children.

The Which? research found that out of 19 children's food company cartoon favourites, not a single character promoted only healthier products as defined by the Food Standard Agency's Nutrient Profiling Model.

It said the research demonstrates the need for the industry to amend its self-regulatory Committee of Advertising Practice (CAP) and Broadcasting Committee of Advertising Practice (BCAP) codes and use these cartoon characters to promote foods that are lower in fat, salt and sugar.

Clare Corbett, Which? food campaigner said: "Cartoons are great fun for kids. We definitely don't want to see the end of popular characters like Tony the Tiger and the Honey Monster, but we do want to see them promoting healthier products.

"Going back to the drawing board and closing the cartoon loophole in their self-regulatory CAP and BCAP codes is a vital step in tackling this complex issue. If the industry fails to act, the government must step in."

However, a spokesman for the Food and Drink Federation questioned why Which? wants to "take all the fun out of food by banning popular brand characters".

"Many of the products mentioned in this report have changed their recipes in recent years to be healthier – something for which they never get any credit," he said.

Kraft told Packaging News: "Which? is wrong. We carry Moo on Dairylea packs but not in any of our current marketing activity. Parents need products that children like to eat and Dairylea is designed for - but not marketed to - children. We comply fully with UK marketing regulations, which are among the toughest anywhere in the world.
 
"Dairylea supports parents by displaying clear nutritional information on the front of pack, indicating per portion the contribution of calories, fat, saturated fat, sugar and salt to a child's guideline daily allowance, to help parents make the right choices for their children."
 
The research is part of the Which? kids' food campaign to introduce restrictions on marketing of junk food to children through TV, internet and packaging as part of the fight against childhood obesity and diet-related health problems.