Industry trade body says it is "ready and waiting" to work with producers of healthier food options.
LIMA UK has praised an article which ran in The Independent on the hot issue of the use of cartoon characters on children's food - saying that the industry has been doing a "great deal" to improve the quality of licensed food.
Kelvyn Gardner, managing director of the trade body in the UK, told Licensing.biz: "I was pleased to see The Independent take such a balanced view."
The article - which can be read by clicking here - included comments from Professor Fergus Lowe, director of the Food and Activity Research Group at Bangor University's School of Psychology and Which?, as well as LIMA.
A spokesperson from Which? was quoted as saying: "It's not the use of cartoon characters we object to, but the lack of focus on using these characters to promote healthier food."
However, Gardner hit back, firmly stating: "I would say to Which? that the industry is ready and waiting for producers of healthy alternatives to come to us: we'd be delighted to licence them.
"Meanwhile, there is a lot of good work being done at our end. Although we are a tiny part of the obesity problem, the licensing industry is rising to the challenge of providing 'healthier' licensed food products."
Recent examples of this include Nickelodeon, which has adopted a policy in which the use of its licensed characters on food packaging and in restaurant promotions will be limited to products that meet HFSS criteria, and Disney Consumer Products which has teamed up with Tesco and Morrisons for healthier food ranges.
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