TV chef Jamie Oliver has joined health campaigners in criticising the Government for an "unforgivable missed opportunity" to curb childhood obesity.

Oliver, who was instrumental in pushing the Government to introduce a sugar tax, said he was "in shock" over details contained in the the obesity action plan and said the strategy was "underwhelming" and "disappointing".

His concerns echo those of health charity Action on Sugar who said the long-awaited obesity action plan was so "watered down" following lobbying by food and drink manufacturers that it was doomed to fail.

Government advisers had recommended bans on junk food advertising and an end to price promotions on unhealthy products.

But the strategy, which applies to England, shies away from tough action and instead relies on voluntary agreements with the industry to reduce sugar content.


Jenny Rosborough, campaigns manager at Action on Sugar, told Sky News: "It's such a shame we can't lead the way in tackling obesity and type two diabetes as well, which we had the perfect opportunity to do with the release of this strategy.

"It is an unforgivable missed opportunity."

Oliver posted on his Facebook page: "I'm in shock. The long-awaited Childhood Obesity Strategy from Theresa May's new Government is far from robust, and I don't know why was it shared during recess."

He wrote: "It contains a few nice ideas, but so much is missing."

Last October Public Health England published its advice to the Department of Health, calling for a ban on sugary products at tills and an end to junk food advertising aimed at children.

It also concluded that restrictions on price promotions on high-sugar food and drink could cut consumption by 6%.

Suggestions Mrs May had removed some of the stronger proposals to spare businesses from restrictions in the wake of Brexit were dodged by Financial Secretary to the Treasury Jane Ellison, who unveiled the proposals.

Professor Jane Dacre, president of the Royal College of Physicians, said: "I am disappointed that after such a long wait for the childhood obesity strategy, the Government has published a downgraded plan that fails to address key issues such as marketing and promotion of sugar-filled and unhealthy foods to children."

2015: Jamie Oliver On Sugar Tax

According to the Department of Health, the plan is for the food and drinks industry to "work towards" a 20% reduction in sugar in products popular with children, including a 5% reduction in the first year. Almost a fifth of children are obese by the time they leave primary school.

Progress will be monitored by Public Health England every six months. But the target isn't mandatory and there will be no penalties for failing to meet it.

The Department of Health said money raised by the sugar "tax" on sugary soft drinks, announced in the Budget earlier this year, will be used to fund school sports and healthy breakfast clubs.

Public Health Minister Nicola Blackwood said: "This Government is absolutely committed to reducing childhood obesity and one of the best ways to do this is to boost sports in schools."

The Treasury has begun a public consultation on how the sugar levy will be implemented.