The BBC announced on Monday that it will phase out ties between its popular children’s television characters and fatty or sugary snack foods.
Teletubbies chocolate bars, Tweenies chocolate krispies and Fimbles shortcake are to be shunned in favour of more healthy themed products such as yoghurt with dried fruit, dried pasta shapes and bread.
The BBC, largely funded by British taxpayers, licenses its children’s TV cartoon characters around the world for products ranging from books and videos to food. Food depicting the characters, which are aimed at preschoolers, is sold in countries ranging from Australia, New Zealand and China to Russia, France and Finland.
The BBC said that while it will still license special treats such as themed birthday cakes or other holiday fare, its brands will no longer be linked with everyday products high in fat, salt and sugar.
The phase-out of themed confectionary now on shelves is expected to be completed within two years — the length of the longest license.
The move is planned in response to growing concern over children’s diets and the rise in childhood obesity, BBC officials said.
”A few years back we did try to do dried fruit snacks and they just sort of didn’t work, but I think the climate has changed and we decided, through feedback from parents and nutritionists, to make the change,” said Mary Renouf of BBC Worldwide, the commercial arm of the BBC.
The plan includes licensing a whole new range of staple food products for the first time, such as fruit, vegetables, bread, cereals, meat, fish, milk and dairy foods. The change applies to characters including Teletubbies, Tweenies, Fimbles, Andy Pandy and Bill and Ben.
Last year, the BBC announced a halt to joint promotions with fast-food companies.
The British Nutrition Foundation, an expert scientific group, and the Food Commission, a London-based group advocating healthy food, welcomed the new announcement.
”Parents trust the BBC and will be delighted to hear that BBC characters like the Tweenies, Teletubbies and Fimbles will now promote healthier food and not the fatty, salty and sugary foods that are so often targeted at toddlers … The Food Commission urges other character license holders to adopt the BBC’s responsible approach when they promote food to children,” the group said in a statement. — Sapa-AP