A new healthy eating initiative has seen a string of nurseries ban children from having sweets or cake to celebrate birthdays.
However, it has been suggested that this is not a good way to build a sensible approach to diet.
Barbara Gallani, director of food safety and science at the Food and Drink Federation, said: "Demonising individual foods or food components doesn't help consumers to build a realistic approach to their diet."
Instead, she encouraged a "balanced and varied diet, in the context of a healthy lifestyle that includes plenty of physical activity".
The comments follow a report published by the World Cancer Research Fund which found that children are not consuming enough fruit and vegetables.
Commenting on the report, Rachel Kingdon, head of development for children's food campaigners Organix, also urged a varied diet to help children develop healthy eating habits.
Between six months to about 18 months is the best time to introduce a wide range of foods into a child's diet, according to Ms Kingdon.
What's better? Private or NHS healthcare?