The UK's second-biggest supermarket and biggest wholesaler have lent their weight to The Grocer's Weigh it Up! campaign, now in its third week.
Asda said it supported our efforts to force Ofcom to review the Nutrient Profiling Model (NPM) as a means of scoring food to be advertised to children.
"We are 100% behind the ban on junk food advertising to children," said Asda's company nutritionist Vanessa Hattersley. "Generally, nutrient profiling works but there are exceptions, like those highlighted by The Grocer. These need to be reviewed,"
Hattersley said: "How often does a child have a 100g chunk of cheese?"
Asda has joined high profile supporters of the campaign, including Palmer & Harvey McLane, the UK's biggest wholesaler, celebrity chef Raymond Blanc, Michelin-starred owner of the acclaimed Le Manoir Aux Quat' Saisons restaurant, smoothie maker Innocent Drinks and TV nutritionist Gillian McKeith.
"Nutrient profiling simply doesn't give a true picture of what's healthy and what's not," said McKeith.
Paul Hartley, author of the Marmite Cookbook, said the NPM unfairly demonised breakfast products such as jam, Greek yoghurt, cereals and honey.
"This nutritional profiling is scientifically bankrupt. What scares me is the message we are giving our children in the all-important fight against obesity."
Zef Eisenberg, founder of one of the UK's largest sports nutrition companies, Maximuscle, said the campaign highlighted problems with the way the profiling system worked.
The campaign continues to generate support from the independent trade. Nisa-Today's, the largest independent buying group in Europe for retail and wholesale companies, has given its backing, as have independent retailers Mills Group and Rispins Foodmarket.
Coverage of the campaign continued in the national press with stories this week appearing in the Mail on Sunday, the Sunday Mirror - and even the Daily Sport.
The Grocer is calling on Ofcom to ditch the model that dictates every food is scored for fat, salt and sugar according to a 100g 'portion', which has also seen raisins, cheese and tomato ketchup banned from advertising to children.
This week our campaign has turned its attention to the positive strides the industry has already made in reducing salt, fat and sugar from products aimed at children.
Meanwhile, concerns about the health of children's television, including the impact of the ban on junk food advertising, has forced Ofcom to pull a major review forward.
A rapid decline in viewing figures for kids TV and the volatility of advertising revenues, in conjunction with the ban, have prompted Ofcom to look into children's television ahead of a wider review of Public Service Broadcasting early next year.
"All these factors indicate that it is timely to review children's programming in advance of our next scheduled PSB review," said an Ofcom spokesman.
"The review will assess the impact the advertising restrictions will have on children's television, as one of a number of factors."
Campaign p36
Asda said it supported our efforts to force Ofcom to review the Nutrient Profiling Model (NPM) as a means of scoring food to be advertised to children.
"We are 100% behind the ban on junk food advertising to children," said Asda's company nutritionist Vanessa Hattersley. "Generally, nutrient profiling works but there are exceptions, like those highlighted by The Grocer. These need to be reviewed,"
Hattersley said: "How often does a child have a 100g chunk of cheese?"
Asda has joined high profile supporters of the campaign, including Palmer & Harvey McLane, the UK's biggest wholesaler, celebrity chef Raymond Blanc, Michelin-starred owner of the acclaimed Le Manoir Aux Quat' Saisons restaurant, smoothie maker Innocent Drinks and TV nutritionist Gillian McKeith.
"Nutrient profiling simply doesn't give a true picture of what's healthy and what's not," said McKeith.
Paul Hartley, author of the Marmite Cookbook, said the NPM unfairly demonised breakfast products such as jam, Greek yoghurt, cereals and honey.
"This nutritional profiling is scientifically bankrupt. What scares me is the message we are giving our children in the all-important fight against obesity."
Zef Eisenberg, founder of one of the UK's largest sports nutrition companies, Maximuscle, said the campaign highlighted problems with the way the profiling system worked.
The campaign continues to generate support from the independent trade. Nisa-Today's, the largest independent buying group in Europe for retail and wholesale companies, has given its backing, as have independent retailers Mills Group and Rispins Foodmarket.
Coverage of the campaign continued in the national press with stories this week appearing in the Mail on Sunday, the Sunday Mirror - and even the Daily Sport.
The Grocer is calling on Ofcom to ditch the model that dictates every food is scored for fat, salt and sugar according to a 100g 'portion', which has also seen raisins, cheese and tomato ketchup banned from advertising to children.
This week our campaign has turned its attention to the positive strides the industry has already made in reducing salt, fat and sugar from products aimed at children.
Meanwhile, concerns about the health of children's television, including the impact of the ban on junk food advertising, has forced Ofcom to pull a major review forward.
A rapid decline in viewing figures for kids TV and the volatility of advertising revenues, in conjunction with the ban, have prompted Ofcom to look into children's television ahead of a wider review of Public Service Broadcasting early next year.
"All these factors indicate that it is timely to review children's programming in advance of our next scheduled PSB review," said an Ofcom spokesman.
"The review will assess the impact the advertising restrictions will have on children's television, as one of a number of factors."
Campaign p36
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