One in five babies born today could be obese by the time they start school unless action is taken to tackle the problem, the public health minister said.

Gillian Merron said more than 300 of the 1,500 babies likely to be born on New Year’s Day could be overweight or obese when they start school, and urged parents to give their baby a healthy start in life.

A new campaign aims to help parents know what is right for their baby by focusing on six so-called building blocks of life.

Ms Merron said: “Unless we take action, one in five babies likely to be born this New Year’s Day could be obese by the time they start school.

“What happens in the first years of a baby’s life has a big effect on how healthy they are in the future.

“Despite recent encouraging statistics which show that childhood obesity may be levelling off, obesity levels are still too high and it is important we keep the momentum going.

“That is why the Government is today launching its Start4Life campaign, which will support pregnant women and parents of babies and give their families a good start for a healthier life.”

The six points the campaign will focus on include why breast milk is better for both mother and baby; information about how each day of breastfeeding makes a difference to babies’ health; and “no rush to mush”.

The Start4Life banana challenge shows babies are ready to start on solid foods when they are able to sit up with their head steady, reach out, grab a finger-sized piece of peeled, ripe banana, and eat some of it by themselves, the Department of Health said.

The campaign will also include advice on how giving babies a variety of food can help stop them turning into a fussy eater later, tips on how to avoid giving babies a sweet tooth, and guidance on why it is important for babies to be lively and active.

The campaign comes just days after a Shropshire doctor revealed he was sitting on an £80 million county obesity timebomb.

That is how much Dr Kevin Lewis says it will cost to provide health care for people who are suffering from a range of clinical complications like Type 2 diabetes, hypertension, coronary heart disease, stroke, liver disease, arthritis and depression. He is planning a series of initiatives to fight back.