Sophie Ellis-Bextor has partnered with Wrigley for a new campaign which aims to get children to chew gum every day, following research which showed many parents are unaware of the impact of post-school snacking.

The study also revealed that one in two mothers feel they are 'hitting a brick wall' when trying to encourage children to brush their teeth for two minutes twice a day, with only 45% aware that chewing gum can help to keep teeth in good condition. Mother of three, Ellis-Bextor commented 'Since getting involved with the Wrigley Chew O'clock Challenge, I've seen how effective chewing sugar-free gum can be in reducing that impact, especially in between brushing times or when heading home from the after school pick-up'.