Parents need to look more closely at the portions they are feeding their children and the drinks they are allowing them to consume.

According to Safefood, which has just launched a major new public health campaign aimed at tackling childhood obesity, while many parents are aware of the high levels of sugar in fizzy drinks, some are not aware of the sugar content found in juice drinks and cordials.

"Research tells us these drinks are regularly given to children at mealtimes however their sugar content varies enormously and parents need to consider replacing these drinks with water instead," explained Dr Cliodhna Foley-Nolan of Safefood.

She pointed out that this new campaign is based on ‘strong feedback' from parents who want a ‘solutions-based approach' to this issue.

"For this phase we're focusing on reducing portion sizes for children, replacing sugary drinks with water and being realistic about foods that ‘should be' treat foods," she said.

Research carried out in Ireland has shown that one in four children - some as young as three years of age - is already overweight or obese.

The campaign will feature on TV, radio and posters and a free information booklet will be available to parents from GP surgeries, health centres, public health nurses, creches and libraries.

"With a quarter of children overweight or obese, we need to tackle the issue of childhood obesity head on or our next generation will be beset with significant health problems later in life. Evidence shows that once obesity is established, it is both difficult to reverse and can track into adulthood," explained consultant paediatrician at Temple Street Children's Hospital, Dr Sinead Murphy.

She pointed out that children are who overweight are ‘at serious risk' of becoming obese in adulthood.

"This increases the risk manifold of developing serious illnesses such as type 2 diabetes, heart disease, stroke, certain types of cancers and shortened life-expectancy," she noted.

Speaking at the launch of the campaign, the Minister for Heath, Dr James Reilly, said that obesity presents ‘a real clinical, social and financial challenge'.

He added that it if it is not tackled now, obesity ‘will have a detrimental legacy lasting decades, which will undoubtedly lead Ireland to an unhealthy and extremely costly, if not unaffordable, future'.

The Safefood campaign advises:
-Giving children child size portions, not adult size
-Reducing treat foods - small amounts and not every day
-Being more physically active - children need at least 60 minutes of activity every day
-Reducing screen time to a maximum of two hours per day
-Giving fewer sugary drinks and more water
-Making sure your child gets an adequate amount of sleep.

More information on the campaign can be seen here.