Kind to Teeth

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Give Up Loving Pop ‘Kind to Teeth’ Early Years Campaign

Food Active’s Give Up Loving Pop Early Years Campaign: ‘Kind to Teeth’ aims to improve knowledge and raise awareness of the health risks associated with consumption of sugary drinks in under-fives.

The campaign has been developed by registered nutritionists, dental health and early years specialists and forms part of the well-known Give Up Loving Pop campaign.

Only milk and water please: be kind to my teeth!

Consumption of sugar-sweetened beverages is significantly linked to dental caries, which is already apparent in many children as young as three. Research by Public Health England found that 12% of three-year-olds have evidence of tooth decay having on average three decayed, missing or filled teeth.

The ‘Kind to Teeth‘ campaign aims to promote healthy hydration in the early years and to provide parents and carers of under-fives with the right information on the most suitable drinks for their baby or young child.

Campaign resources

We have developed a suite of poster designs (including BAME specific imagery), social media resources, videos, briefing papers and FAQ’s alongside promotional collateral such as concertina information leaflets, A4 foldout leaflets and pop up banners.

These resources and materials have been used by several local authorities across the North West to deliver the campaign in their local area. If you are interested about delivering a campaign in your local area, please contact the Food Active team on 0151 237 2686 or by emailing

For further information about the campaign, please visit: