A HEALTH campaign has been launched to encourage parents across the region to take small steps to halve their children's sugar intake.

Research released Public Health England claims children exceed the recommended sugar intake for an 18-year-old by the time they reach their 10th birthday.

To help parents manage this, Change4Life is advising them to make simple everyday swaps to reduce children’s sugar intake.

Examples include swapping out high-sugar yoghurts, juice drinks and breakfast cereals.

Justine Womack, Public Health England South West's health and wellbeing programme leader, said: “Reducing the amount of sugar children consume can often be a challenge for parents.

“By asking them to ‘make a swap when you next shop’, we’re making it easier for families to find healthier options of the foods they love.”