She expressed concern at the number of children whose breakfast consisted of packet of crisps and a fizzy drink or fried meat in a bun.

BBC: Poorer children more likely to be obese, says Anna Soubry

While the report makes a raft of recommendations, Prof Stephenson attacked sugary drinks for being "just water and sugar" and lambasted a culture where it was deemed acceptable to drink a litre of fizzy drink at the cinema.

BBC: Tax fizzy drinks and ban junk food ads, say doctors

For Noah, talk of the Icee game triggered a craving for the sweet, fizzy, frozen drink.

WSJ: Child's Play: Food Makers Hook Kids on Mobile Games

The fizzy drink firm was breached in 2009 when a malicious link was emailed to a senior executive.

BBC: Coca-Cola bottles