The BBC is under attack, and not just over claims relating to the sexing up of dossiers either. The Food Commission - an independent watchdog body campaigning for healthier food for all - has recently complained to the Beeb about its licensing of the Tweenies' good name and image to companies marketing foodstuffs directly to children. The Tweenies' guest appearances on a range of food products including McDonald's Happy Meals, chocolate bars and sugary cereals has led to the charge that the BBC is aiding and abetting the promotion of poor nutrition for children. There has also been a considerable backlash from parents who feel their attempts to feed their kids well are being undermined by the madcap antics of some characters at the BBC.

Personally, I very much welcome the moving of this issue into the spotlight. The Food Commission's efforts serves to remind us of the widespread use of wholesome children's characters to sell distinctly unwholesome fare. Parents are only too aware of the power this brand of marketing has to increase kids' desire for fast and processed foods.

Many parents wishing to exert some control in shopping situations are understandably tempted to just say 'no'. However, studies have found that a hardline approach generally increases a child's desire for forbidden foods, something that is likely to inflame hostilities in the longer term.

A better tactic is to agree a set number of treats (I suggest one or two) that a child can choose on each outing. Children usually respond well to the element of choice.

The most common arena for food feuds are supermarkets - they have temptation all over the shop.

I suggest avoiding taking kids into this environment at all. The absence of children clearly dissolves much of the potential for the battle of wills that the supermarket setting induces. Not all parents have the luxury of being able to extricate themselves from their kids when the shopping needs doing. However, if two grown-ups are on hand, an option might be for one to take on the mantle of child-minding duties while the other makes a solo supermarket sweep.

An even better tactic, though, might be to junk the supermarket altogether. Making use of the farm shops, farmers' markets or the high-street fishmonger, baker and greengrocer may be preferable for a variety of reasons, including support of local businesses and producers. Importantly, the closest thing to a character-branded food likely to be found in markets and speciality shops is gingerbread men. Multi-stop shopping may seem arduous compared to the convenience of the supermarket. However, many find this more traditional way of purchasing food a more wholesome experience, and one that can make countering unhealthy influences on their children as easy as taking candy from a baby.