Nearly three quarters of parents want sugary soft drinks banned from schools and half think there should be a minimum age limit of 10, according to a new report.
A study of 1,000 parents, with three to 11-year-old children, revealed 68 per cent want fizzy drinks banned from school packed lunches
Just under half (46 per cent) think there should be an age limit on soft drinks – like alcohol – with the majority saying the age limit should be 10-years-old.
The study showed that 82 per cent believe there is too much sugar in drinks targeted at youngsters, with half (52 per cent), blaming insufficent labelling on cartons and cans.
But 55 per cent parents blame themselves for their child's consumption, while a quarter put it down to kids seeing it on TV shows and 26 per cent on peer pressure.
More than half (53 per cent) only allow their child a fizzy drink on special occasions, while 50 per cent admitted tricking their children by giving them sugar-free alternatives.
Parents, however, are hazy when it comes to the correct amount of fluids children SHOULD be drinking, with 33 per cent concerned their offspring don’t get enough water every day.
With the recommended advice for six-eight glasses of fluid a day, 21 per cent of those polled believe four glasses is enough.
Almost one in 10 (nine per cent) think three is enough and only six per cent claim seven glasses is the recommended amount.
The research, commissioned by doodles, a new natural kids’ drink with no added sugar, also found 51 per cent of parents avoid heading down the fizzy drinks and sweets aisles at the supermarket when with their children.
This coincides with the 48 per cent who are regularly nagged for a fizzy drink by their children.
Former Royal Engineer Lee and Alisha Eason started doodles in late 2019 built on their experiences with their own three children.
The 2020 Covid lockdown has spurred the business on to secure shelf space in the major supermarkets – as well as shipping a 27 million can order to America.
Alisha, 30, from Chester, said: “doodles was born out of sheer frustration. It is increasingly difficult to find drinks that our kids want, which aren’t packed full of sugar and other nasties.
“Our research confirms the suspicions millions of parents have, that the fizzy drinks market is heavily geared towards hooking youngsters on a lifetime of sugary fixes.
"The research found 36 per cent of adults formed their fizzy drink habit as a kid.
"It’s critical to give kids the best start, and we hope to play our small part in this. This has been a family project which has pulled up through some very dark times.”
Doodles is a family business, with their son Alfie, 10, and eldest daughter Millie, eight, called 'The Bosses', and two-year-old Felicity also playing a part.
Alisha said: “Alfie and Millie have been the ones to decide on the flavours, the can design and even the name.
"Alfie is the Chief Innovation Officer, and Millie is Head of Quality at doodles.”
The name ‘doodles’ comes from the recyclable colour-me cans, which feature carefully chosen drawings on subjects including nature, animals, weather, science and planet earth, to be coloured in by kids and then wiped off afterwards.
The entrepreneurial family has already had their business valued at £15 million before doodles goes on sale across the UK in 2021.
And the Eastons have decided to allow the public to get a piece of the fledging drinks empire with a crowdfunding campaign launching today.
To learn more and invest, click here.
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