A new healthy living campaign aimed at tackling Britain's soaring obesity rates is being officially launched by the Government.
Adverts highlighting the new Change4Life initiative - involving companies like Coca-Cola, Mars and Nestle - will begin appearing from Saturday.
The idea is to "kickstart a lifestyle revolution for every family" by promoting healthy eating and exercise, according to the Department of Health.
Firms including Cadbury, Unilever, Coca-Cola, Kellogg's, Kraft, Mars, Nestle and PepsiCo are all taking part alongside major supermarkets Asda, Tesco and The Co-operative Group.
People will be able to call a dedicated helpline and speak to specially-trained advisors for advice on exercise, nutrition and support services. A website has also been set up to bring together more than 45,000 groups and projects aimed at promoting healthy living.
The 'cartoon' TV adverts for the campaign depict scenes from a bygone era, when people took more exercise. They contrast with modern scenes of families eating pizza and children playing video games.
Health Minister Ben Bradshaw said the Government was prepared to legislate if the food companies did not produce healthier products.
"The research that we have done shows that we have got more of a chance of achieving what we want to, given the reach that they have with their customers, if we work with them," he told the BBC Radio 4 Today programme.
"But we have also always said that if this three-year campaign doesn't succeed, we don't rule out regulating in the future."
Data suggests that 90% of today's children will be overweight or obese by 2050 unless action is taken now, putting them at risk of heart disease, cancer and Type 2 diabetes. Obesity will also cost the nation £50 billion by 2050 if the trend continues - half the entire current NHS budget for a year.
