"Great Swapathon" vouchers "...of little benefit to consumers' pockets or health"

Christine Haigh of The Children's Food Campaign said the scheme was "insulting" to customers in The Guardian today. She also said:

"This analysis exposes the 'Great Swapathon' for what it really is – a great marketing opportunity for the companies involved, but of little benefit to consumers' pockets or health."

"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."

The Department of health said:

"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, significant cost savings – they do what they say. This initiative will make it that bit easier to try healthier alternatives at lower cost."

But the rest of the article demonstrates how it is often cheaper and healthier to buy none branded alternatives and criticises the Weight Watchers discount saying it is available on their website without the voucher.

Should the Government be promoting businesses like Kelloggs, Weight Watchers and JJB sports? Is this the first proof of a conflict of interest as a result of Andrew Lansley's "responsibility deal"?

In November the BBC reported that the "Great Swapathon" vouchers would be exchanged for "...healthy pursuits such as free swimming and gym membership." Weight watchers, JJB sportswear and Asda discounts off the price of branded products seem a long way from this.