Research by Which? found that children's favourites such as Spider-Man, Shrek and The Simpsons are routinely used on packaging for foods which are defined as 'less healthy' by the Food Standards Agency. Of 5,575 parents surveyed, 74 per cent said said food companies should not be allowed to use cartoon characters in this way.
Which? names and shames particular cartoon 'villains', including Bratz dolls on packs of Bon Bon Buddies' Fabulous Biscuits (pictured), characters from the film 'Flushed Away' on Jammie Dodgers, and Shrek on packets of sugary cereals. It says 'Heroes' promoting healthier foods, such as Winnie the Pooh, who features on packaging for Tesco clementines, and the fish Nemo, who is used to market mineral water, are few and far between.
This follows US research that revealed earlier this month that children found identical snacks up to six times tastier when they came in McDonald's packaging than when in plain wrappers.
Jo Butcher, assistant director of well-being at the National Children's Bureau, said, 'We have held discussions with young people where they told us that presentation and brand were just as important to them as taste and are key to deciding what foods they buy. Children told us they wanted to make healthy choices but would put health on the backburner for the "fun factor". So why not use the fun factor to market healthy foods?'
Richard Watts of the Children's Food Campaign said, 'This strengthens the case for imposing controls on manufacturers, instead of relying on the food industry to regulate itself.'
The Which? survey, 'Cartoon Heroes and Villains', is at www.which.co.uk.