Government set to unveil new measures to tackle obesity

The measures, which are yet to be finalised, are also likely to include a ban on TV junk food adverts before 21:00, a ban on online ads for unhealthy foods, and limits on in-store promotions.

The plans have been described as a “slap in the face” for the UK’s food and drink manufacturers.

Tim Rycroft, chief operating officer at the Food and Drink Federation, said: “With household budgets more stretched than ever before, restrictions on promotions and advertising will increase the price of food, reduce consumer choice and threaten jobs and investment across the UK at a precarious economic time.

“The proposals are illogical, flying in the face of the government’s own reformulation programmes. We could see a ban on promotions of food such as mustard and mint sauce, days before the launch of the chancellor’s ‘Eat Out to Help Out’ campaign. Already hard-pressed shoppers can expect to see their weekly shop become more expensive, at an average cost of £600 per family. We could have the Great British Bake Off with no cake adverts allowed. It will place enormous cost on broadcasters, while manufacturers who have done so much to bring new healthier options to market will now find they have no way of bring these to shoppers’ attention.”