In our opinion, the science is conclusive in terms of sugar, salt and saturated fat. It has clearly been demonstrated that those products have a negative effect on health and that there are repercussions. Targeting those factors to a small degree will not result in a perfect definition, but 90% of the food items with advertising directed at children have little nutritional value.
What do we find in grocery stores? The boxes of cookies that attract children show chocolate chips, for example, like Chips Ahoy! There are sugary drinks and cookies shaped like bear paws. All these food items are very high in sugar and targeted directly at children. The labelling on the front of the package has to match. I was not able to say this earlier, but we have to make sure that the recommended maximum intake is not in the order of 15% but rather 5% for children, so that children are not consuming quantities designed for adults.
We feel that the labelling on the front of the package has to match; that would have a positive effect.