Crisp-guzzling kids are 'drinking' oil warns charity

The organisation has released a shocking advert warning parents about the danger of allowing children to consume too many crisps.

With the campaign, crisp manufacturers have become the latest snack makers to feel the effects of the anti-obesity drive and it's likely companies will see a further downturn in already-struggling sales as a result.

The BHF advertisement shows a girl slugging from a bottle of cooking oil and carries the words: "What goes into crisps, goes into you."​

In studies undertaken by BHF it was discovered that one in five UK children, between the ages of eight and 15, ate two or more packets of crisps a day. A statistic that the charity claims is equivalent to 'drinking' at least nine litres of oil a year.

According to BHF, an average 35g bag of crisps contains two and a half teaspoons of oil while a 50g bag has three and a half.

The foundation are aiming to raise awareness of the unhealthy aspects of crisp production but BHF warned other so-called junk foods had to be tackled in the same way.

BHF medical director Professor Peter Weissberg said: "I am concerned we are a nation drowning in excess oil, salt and sugar as we and our children continue to ignore the warnings and consume excessive amounts of unhealthy foods.​

"Crisps are just the tip of the iceberg."​

Figures from market researchers Mintel suggest Britons eat a tonne of crisps every three minutes and value sales in the children's snack market grew to £480m (€713.4m) last year.

But between 2002 and 2005, crisp sales overall slumped by 9 per cent due primarily to greater awareness of their high fat and high salt content.

Health concerns do not appear to be deterring the younger market however as Mintel report that children's snacking is taking a growing share of the adult snack market each year.

Children's snacks now account for 46 per cent of the market overall whereas six years ago, the figure was 38 per cent.