JAMIE Oliver has warned it is "morally, socially and financially unacceptable" that children are becoming unhealthier as he attacked politicians for failing to tackle the problem.
The TV chef said he was making it his own personal goal to reduce childhood obesity across the UK by at least 5 per cent in the next five years.
And he said he was "deeply offended" that none of the nation's politicians, regardless of party, had made the same pledge.
Oliver was speaking ahead of Food Revolution Day - an annual global event aimed at getting children interested in food and cooking as well as encouraging them to eat healthily.
"I know to some of you I'm like a broken record. You've heard me talking about food and its impact on the health of our nation for many years, but you've got to hand it to me, at least I'm consistent - I won't ever stop demanding positive change that gives the next generation a brighter future," he said.
"It's a sad fact that our children are getting unhealthier and they're expected to live shorter lives than their parents. This is morally, socially and financially unacceptable, which is exactly why this record will carry on playing."
In a message ahead of the event, Oliver said decent family food did not need to be pretentious or expensive, but was about being aware of the option and knowing how to make the right choices to enjoy a varied, healthy diet.
"I hear loads of cynics saying that I'll never be able to change anything," he said.
"They say that junk food marketing and the ready availability of fast food is just too powerful.
"But I know that most people, if they're really honest, are fed up with the same old rubbish."