LANCASHIRE'S overweight children are set to be whipped into shape by the county council's new chairman, who was sworn in this week.

After being handed the chains of office, Coun Nora Ward launched an attack on the food manufacturers who tempt children with sugary and fatty foods.

Speaking at a meeting of the full council Coun Ward said: "I want to strongly promote the value of health and sport, especially for children who are obese."

The new chairman spoke out on the same day Health Secretary John Reid rejected calls for new laws to tackle obesity.

Dr Reid said he preferred the idea of voluntary codes, instead of new legislation which would ban junk food advertising on children's television.

An estimated 20 per cent of four-year-olds in the UK are overweight, according to the British Heart Foundation's Couch Kids report in 2000.

Pressure groups had asked the government to consider bringing in tighter regulations for food advertising.

It had been revealed that a three-year-old London girl who weighed six stones had died from heart failure linked to extreme obesity.

Coun Ward added: "Children are obese mainly through food industries advertising unhealthy food which entices children and parents into buying large quantities.

"Food and drink is loaded with sugar and preservatives."

Blackburn with Darwen Council is also tackling the problem of overweight children.

It has recently hired a physical development officer to act as a personal trainer for kids.

A series of initiatives to promote health eating and exercise are likely to be instigated during Coun Ward's year in office.

Coun Ward takes over from Vali Patel. Former Mayor of Rossendale Bob Wilkinson was also sworn in as deputy.