Junk food has us surrounded. From the moment we’re born, every second of every day, we’re targeted with clever marketing tactics. Food companies promote high fat, sugar and salt foods on products aimed at kids, hiding their sinister impact behind cute and cuddly marketing. They sponsor your favourite sports team dressing the players up as walking crisps packets and get a kick out of fooling us with misleading nutritional claims.

At Bite Back, we think the bombardment of junk food ads across our screens needs to stop. Will you join us today by asking your local sports team to ditch the junk?

Take The #PacketIn Pledge To Make A Difference Today

In addition to our national campaigns we have also been working hard in our local areas to drive change. That includes commissioning research to lay bare just how cynically food and drink companies target us through sports marketing. Through the eyes of young sports fans, we focused on football — the nation’s most popular sport.

We’ve also called out one of the worst examples of junk food sponsorship in sports we’ve ever seen — KP Snacks’ sponsorship of The Hundred cricket tournament. If it’s not ridiculous enough that players run around the pitch dressed as giant crisp packets, nearly three-quarters of the flagship KP products featured are so unhealthy that they can’t be advertised to children on TV or online*. Yet here they are, plastered over the players’ kits in a cricket tournament aimed at families.

*By 'flagship products' we mean all products from each brand that were available to purchase on the Tesco, Sainsbury's and Asda websites on 30th June 2023, and individual packs only, not variety bags. Nutrition information was taken from the Tesco website only.