A new anti-obesity drive, is being backed by companies including Coca Cola, Mars and Nestle.

Government adverts will begin appearing this weekend as part of The Change 4 Life initiative and will tell families “fat is not your friend”.

The Department of Health said the idea is to “kickstart a lifestyle revolution for every family” by promoting healthy eating and exercise.

Firms including Cadbury, Kellogg’s, Kraft and PepsiCo are all taking part alongside major supermarkets Asda, Tesco and The Co-operative Group.

People will be able to call a dedicated helpline and speak to specially-trained advisors for advice on exercise, nutrition and support services.

A website has also been set up to bring together more than 45,000 groups and projects aimed at promoting healthy living.

The ‘cartoon’ TV adverts for the campaign depict scenes for a bygone era, when people took more exercise. They contrast with modern scenes of families eating pizza and children playing video games.

Data suggests that 90 per cent of today’s children will be overweight or obese by 2050 unless action is taken now, putting them at risk of heart disease, cancer and Type 2 diabetes.

Obesity will also cost the nation £50 billion by 2050 if the trend continues - half the entire current NHS budget for a year.

Latoya Jackson
Ulrika Johnsonn
Tina Malone
Michelle Heaton
Mutya Buena Lucy Pinder

Verne Troyer
Ben Adams
Tommy Sherridan
Terry Christian
Coolio
Steve Strange

Yes folks that the line up to the group of Celebrity misfits that some of us will be glued to over the next few weeks.  Most Bookmakers make Verne, Coolio and Ben 5-1 joint favourites to win the show.

Some interesting characters in this years show and it all kicks off tonight at 9pm on channel 4

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