Parents in Britain are being encouraged to cut back on the sugar they feed their children.
A new "Change4Life" campaign will offer parents "sugar swap" tips including swapping ice cream for yoghurt and sugary drinks for sugar-free drinks.
The launch of the campaign, on Monday, comes as a survey, carried out by NetMums, found two-thirds of parents are worried about the amount of sugar in their children's diets.
Health guidelines advise that 10 per cent of a person's daily energy or calorie intake should be made up of sugar.
But Britain's Department of Health fears children aged four to 10 could be consuming far more.
Professor Kevin Fenton, national director of health and wellbeing at Public Health England, said: "We are all eating too much sugar and the impact this has on our health is evident.
"This campaign is about taking small steps to address this. We know from past campaigns that making simple swaps works and makes a real difference."
Too much sugar intake can lead to obesity which can cause heart disease, cancer and type 2 diabetes in later life.
It can also have a serious affect on dental health.
The National Dental Epidemiology Program for England found tooth decay was the most common reason for hospital admissions for children aged five to nine in 2012-13.
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