Irish pre-schoolers recognise significantly more unhealthy food and drink brands than healthy ones, new research has found.

According to a study by University College Dublin (UCD) and Queen's University Belfast, children aged between three and five recognise twice as many unhealthy brands as healthy brands. This is despite the fact that brands are advertised on television at similar levels to young children.

The study also found that pre-school children who watch more television know more about unhealthy food and drink brands than healthy brands.

The research involved over 170 children aged between three and five, who were shown the logos of nine healthy and unhealthy food and drink brands. Each was asked to name the food or drink, explain what it was and match the logo to a picture of the appropriate product.

According to the study's co-author, Dr Mimi Tatlow-Golden of UCD, the findings show that a child's knowledge of brands is linked to their television-viewing habits and their parents' eating habits.

"These findings suggest that we need to look at the complete marketing environment to all age groups, not just TV advertising. It looks as if marketing effects may be taking place through parents, who choose food for themselves and for their children. The findings also highlight a window of opportunity for educating families and young children in the pre-school years," she noted.

The researchers pointed out that taste preferences, eating habits and our knowledge of food are all formed early in life ‘and it's much easier to change things then'.

"Parents' eating habits are linked with children's knowledge about unhealthy foods, so parent education and family interventions are important. Food education in crèches and preschools also needs to be supported creatively. It should include teaching children about what's not healthy - not just what's good for them - as they have little understanding of this, yet they have high levels of knowledge about unhealthy food brands," said study co-author, Dr Eilis Hennessy, also of UCD.

Commenting on the findings, Dr Cliodhna Foley-Nolan of Safefood, which commissioned the study, insisted that the ‘influence of the wider marketing environment' needs to be considered.

"This research reiterates the growing recognition of the need for further restrictions on marketing and advertising of foods high in fat, salt and sugar.

"In tackling childhood obesity and poor nutrition in children, we need to recognise the role of media channels aimed at children which advertise these foods such as the internet, online gaming and text messaging," she added.