[bowk emoticon]
Eating one packet of crisps a day is the equivalent of "drinking" almost five litres of cooking oil every year, the British Heart Foundation (BHF) has revealed.
The findings will shock the parents of half the UK's children who admit to consuming at least one packet of crisps every day.
The figures have been released as the BHF launches the second phase of its Food4Thought campaign, ahead of World Heart Day, which aims to expose the amounts of hidden salt, fat and sugar that lurk within many common snacks, takeaways and ready meals.
A shocking new advertising campaign will feature a young girl drinking from a bottle of cooking oil, with the caption "What goes into crisps goes into you".
Around 2,500 schools across the UK will also be sent teaching resources in the shape of over-sized burger boxes, in a bid to make children more aware of the potential damage that certain foods can do to their hearts.
Professor Peter Weissberg, BHF Medical Director, said: "The BHF believes having a daily dose of such a high-fat, nutritionally poor product is a threat to children's long-term health.
"Daily unhealthy snacking is a worrying habit. Rising rates of childhood obesity and cases of type 2 diabetes paint a particularly grim picture for the future.
"The BHF wants to expose the truth lurking within these foods and to help children and parents make healthier choices."
The industry body the Food and Drink Federation described the British Heart Foundation's campaign as "scare tactics".
FDF Communications Director Julian Hunt said: "We welcome anything that raises the debate about diet, but scare tactics are a waste of time. One of the great things about our industry is that we strive to give consumers genuine choice, whether it is a better for you version or a completely reformulated standard product."
has this thing kicked off yet?