Healthy-eating campaign launched to tackle Fenland’s obesity crisis

17:07 06 January 2014

Nutritional food

Nutritional food


A healthy-eating campaign has been launched in Fenland, where about 25 per cent of people are obese.

The Smart Swaps campaign calls on people to swap sugary drinks and biscuits for low sugar drinks and a piece of fruit.

A Smart Swaps stall will be set up at Wisbech Market on January 11, 18 and 25 to spread the healthy-eating message.

Passers by will be treated to healthy cooking demonstrations and encouraged to try some “smart swaps”.

Dr. Liz Robin, Cambridgeshire County Council’s director for public health, said: “Signing up to Smart Swaps means that by making simple changes to what you eat and drink it is possible to have a real and healthy impact on your diet.

“For the average family this could mean a reduction of three quarters a bag of sugar in what they consume over four weeks. Over a period of time this really starts to add up.”

Last January, a BBC Inside Out East investigation revealed Fenland had one of the worst records for childhood obesity in the East.

At that time, one in five 11-year-olds (22 per cent) living in the district were obese according to the National Child Measurement Programme, which saw all children weighed at school.

That put Fenland in the top three worst performing areas in the East, alongside Great Yarmouth (22 per cent) and Luton (23 per cent). Those who sign up to the Smart Swaps campaign will receive a free Smart Swapper full of healthier swap and meal ideas, money off vouchers and fridge magnets as well as supportive emails and texts throughout the month.

A free Smart Recipes app will also be available with tasty, quick and healthier meal ideas, which can be downloaded from iTunes and GooglePlay.

To sign up to Smart Swaps, Google search “change for life”.


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