Question to the Department of Health and Social Care:

To ask His Majesty's Government what assessment they have made of the impact that food consumption campaigns, such as “Drinka Pinta Milka Day”, have had on introducing children to healthy eating habits.

We cannot comment on campaigns undertaken by other commercial companies or organisations. The Government’s nutrition campaigns, such as Better Health Families previously named Change4Life, have focused on sugar, specifically encouraging parents to decrease the amount of sugar their children consume.

These campaigns have seen high claimed behavioural change as a result, as well as a measurable reduction in sugar consumption. For example: in 2019, 59% of all mothers of five to 11 year olds, or 89% of advert recognisers, said they took direct sugar-related action as a results of the campaign; in 2017, 64% of mothers reported making changes around sugar, saturated fats or salt as a result of our Be Food Smart campaign; a 2016 study of the Sugar Smart campaign showed that supermarket stores which featured Change4Life advertising saw a 3% to 4% difference in sales of sugary cereals, sugary drinks and diet drinks compared to the control stores, a trend which continued for 16 weeks after the campaign ended; and the 2014 Smart Swaps campaign led to a decrease of more than 8% in the purchase of sugary fizzy drinks during the campaign period, when compared with the previous year.

For the assessment of our campaigns, we use an evaluation framework to holistically evaluate, measure success, and optimise. This framework examines the conditions in which campaigns operate, the cost of the campaigns, the activity undertaken and the resultant reach, the reaction to the campaign, the behaviour change achieved, whether claimed and actual, and the impact of the campaign on individuals.