Bird's Eye foods are tackling childhood obesity with this ad (see below). It's admirable that they are addressing nutritional issues with their foods - but there is something about food companies "fighting obesity" that makes me cringe.

Written with the usual market-speak, the ad reads:

Childhood obesity is everyone's responsibility. Including ours. That's why we've been committed to reducing the fat content in our children's food since 2002 and have already removed over 50% of the saturated fat from our Captain Kid's range.

In a strange irony, the Bird's Eye logo bears a startling resemblance to Frito-Lay (via Adrants).