Children's diets are so packed with sugar they are "getting a third of their energy calories from soft drinks," a health expert told Good Morning Britain.
Katharine Jenner from Action On Sugar said steps needed to be taken to reduce sugar intake as "we are all eating much more than recommended - children in particular".
"They are getting about a third of their energy calories from soft drinks. It is completely unnecessary. I think we have got it into our minds that energy and sports drinks mean energy, where as they don't."
Water should replace fruit juice on the breakfast table in order to combat obesity, an expert has said.
Professor Tom Sanders, from King's College London, called for sugary drinks to be taken out of children's diets and said "kids should be getting their fluid from drinking water".
"We need to reintroduce the habit of people putting a jug of water on the table and drinking water with their food instead of some sort of fruity beverage," he said at a briefing to journalists.
He was backed by fellow nutritionist Professor Susan Jebb, from Oxford University, who said: "I'd prefer to get sugar out of drinks altogether; a shift to low or no calorie drinks, and preferably water."
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Dr Aseem Malhotra, cardiologist and science director of Action on Sugar, said
It is really quite shameful that the food industry continues to spend billions in junk food advertising targeting children, the most vulnerable members of society. They even manage to associate sugary products with sport.
Physical activity has a multitude of benefits but a child doing an hour of PE every day would be putting all to waste if they ended up gorging on a burger and chips and a packet of crisps washed down with a sugary drink.
One has to run half a marathon to burn off those calories. It's time to bust the myth of physical activity and obesity and dissociate junk food and sport.
A Department of Health spokesman said:
We know some people eat too many calories including sugar. Childhood obesity is at its lowest since 1998 but more should be done.
Next week we will get expert scientific advice on sugar which will help shape future thinking. We will consider these recommendations as part of this.
The seven measures called for are:
- Reduce added sugars by 40% by 2020 by reformulating food
- Cease all forms of targeted marketing of ultra-processed, unhealthy foods and drinks to children
- Disassociate physical activity with obesity via banning junk food sports sponsorships
- Limit the availability of ultra-processed foods and sweetened soft drinks as well as reducing portion size
- Incentivise healthier food and discourage drinking of soft drinks by introducing a sugar tax
- Remove responsibility for nutrition from the Department of Health and return it back to an independent agency
- Reduce fat in ultra-processed foods, particularly saturated fat - 15% reduction by 2020
Action for Sugar's chairman, Professor Graham MacGregor, said:
Obesity in children leads to the premature development of cardiovascular disease, stroke, heart attacks and heart failure, which are the commonest cause of death and disability in the UK.
Obesity predisposes to type II diabetes, which further increases the risk of cardiovascular disease and also, importantly, it can lead to severe complications, i.e. the commonest cause of blindness, renal dialysis and amputation of the lower limbs.
These complications are extremely expensive to manage, and will cripple the NHS if the increase in obesity and type II diabetes is not stopped immediately.
Obesity is preventable if the food environment is changed, yet the current policies are not working.
The UK requires the implementation of this coherent strategy, starting by setting incremental sugar reduction targets for soft drinks this summer.
No delays, no excuses.
A campaign group has called on the Government to introduce a "sugar tax" to discourage consumption of sweetened soft drinks.
Action on Sugar said it had developed a seven-point plan to curb childhood obesity following a request for its views from Health Secretary Jeremy Hunt.
The measures include bringing in a sugar tax, limiting the availability of ultra-processed foods and sweetened soft drinks, and banning "junk food sports sponsorships".
Being overweight or obese is in danger of becoming seen as normal, the Chief Medical Officer for England has warned.
Dame Sally Davies said she was "increasingly concerned that society may be normalising being overweight".
Her annual report on the state of the nation's health said excessive consumption of sugar, particularly in soft drinks, was one of the factors behind rising obesity.
Dame Sally is calling on food and drink manufacturers to tweak their products so they have less added sugar.
She also said a 'sugar tax' may need to be considered if the industry's efforts to make products healthier are not successful.