Jamie Oliver labels Sarah Palin 'a Froot Loop' over healthy food

Celebrity chef Jamie Oliver called Sarah Palin a Froot Loop for criticising the Obama administration's healthy eating initiatives, and said getting healthy foods to kids is a civil rights issue.

The US is in a "really dark moment" when it comes to children's health and needs to make it a priority, said Oliver, who tried to transform the diets of a West Virginia town with his 2010 ABC show Jamie's Food Revolution and is filming a new version in Los Angeles.

Improving what children eat at school alone can have a far-reaching, positive effect on their habits and health as adults, Oliver said at the South Beach Wine and Food Festival.

He said he doesn't have much faith that government will lead the way, but said the administration of President Barack Obama is on the right track.

Mrs Palin, in contrast, "clearly on this issue is a Froot Loop", he said in a reference to the highly sweetened breakfast cereal.

The president recently signed a bill that increases the federal reimbursement for free school lunches and expands the government's nutrition requirements for the free and reduced meals it subsidises to cover all foods sold during school hours.

Some school groups argue it will be hard for already-stretched schools to pay for the new requirements, and Mrs Palin and other conservatives have argued that telling children what to eat is a case of government meddling, and that parents should decide what their children eat.

But Oliver countered that he has heard from paediatricians and dentists who feel some parents are edging toward child abuse by not feeding them healthy food. And he argued that the obesity epidemic is hampering the American spirit of problem-solving and ingenuity.

"From my view of the health situation we're in at the moment, it really isn't allowing Americans to be Americans," he said.

But, he predicted that once a majority of the public takes to his ideas, things will change quickly.

"Americans, when you get them on something, will shift faster than anyone else," he said. "I think America's going to react very strongly to what I've filmed in the last two months."