Big Way Of Life

Families wanting to benefit from the government-backed Change4Life Swapathon vouchers would have to spend more than double their value to redeem them, a food campaign group has warned.

The vouchers, available through selected Asda stores, are aimed at addressing the growing obesity problem by encouraging people to make better choices through offering discounts on "healthier products".

However, according to the Children's Food Campaign (CFC), shoppers would have to spend at least £117.05 with Asda, JJB Sports and WeightWatchers to receive the advertised £50 savings.

The CFC claims that more than half the savings come through a discount offered on signing up to a WeightWatchers plan, which is available through the WeightWatchers website without the vouchers. The group also said that in some cases it would be cheaper to buy Asda's own version of a branded product instead of using the voucher.

Christine Haigh, co-ordinator of the Children's Food Campaign branded the initiative "insulting", claiming it was just "a great marketing opportunity for the companies involved, but of little benefit to consumers' pockets or health".

She said: "Sadly, this attempt at promoting healthier products is dwarfed by advertising for junk food. Until the government takes steps to address this, such as by protecting children from unhealthy food marketing, we're unlikely to see the UK shift from its unenviable position at the top of Europe's obesity league table."

She added: "It's insulting that the government has taken free swimming away from children and now has the cheek to offer a one-off discount on the price of a single family swimming session."

The Department of Health said in a statement: "Every Swapathon booklet offers over £50 of swap vouchers, including £19 worth of savings at Asda, over £30 off WeightWatchers online and £5 off footwear at JJB Sports.

"There is no minimum spend, no strings attached and significant cost savings – they do what they say. This initiative will make it that bit easier to try healthier alternatives at lower cost."