War On Sugar

Jamie Fears PM’s War On Sugar May Dissolve 

Oliver said that he would be forced to become “more ninja” 

JAMIE OLIVER has reacted to fears that David Cameron will reject calls for a sugar tax to help combat child obesity.

JAMIE OLIVER has reacted to fears that David Cameron will reject calls for a sugar tax to help combat child obesity.

Writing in The Sunday Times today, the chef urges the prime minister not to present a “lukewarm, half-hearted” plan to tackle Britain’s child obesity epidemic when he unveils his long-awaited strategy, which is expected next month. “A sugary drinks tax would be great but if we don’t get it then yes, I’ll be disappointed unless Mr Cameron comes up with a better plan,” he says.

Oliver, who spent a year researching the effect of sugar consumption for Jamie’s Sugar Rush, a Channel 4 documentary, urged the prime minister to “be brave enough” to unveil a “proper battle plan”. 

Last month, Cameron said it would be better not to resort to a sugar tax but that “what matters is we do make progress” on obesity. It is understood that he has since cooled further on the idea of a tax.

Oliver says he has been surprised at the reluctance of high-profile sportspeople, including top footballers, to join his campaign and attributes the lack of support to the financial muscle of the food and drink industry which sponsors many sports.

“Even I’ve been surprised at the reach of the food industry,” he writes. “For decades sugar and junk food companies have hidden behind sport to promote their products. In my own experience trying to get sports stars to back the initiatives around this problem with sugar has come to no avail.” He wants action against online junk food advertising, particularly by vloggers popular with youngsters. 

“My children watch online videos by vloggers like Zoella and Alfie Deyes,” he says.“Both of those guys have a really good sense of what’s right for their audience but many don’t.

“Vloggers are the opinion formers for that generation. These young online entrepreneurs are to be applauded; they are creative and original.

“But it is too easy for junk food and fizzy drinks advertisers to pay for product placement online. This needs to be regulated.”

Last October a report by Public Health England recommended a 10%-20% tax on high-sugar products. Oliver says revenue from such a tax could provide up to £1bn a year to be used for health and education.

He has imposed a 10p levy on sugary drinks at his own restaurants and may use some of the proceeds for a TV advertising slot.

“I’d love to see a brilliant TV ad for tap water during X Factor between the junk food manufacturers,” Oliver says.

Tories must go if they fail on obesity, says Jamie Oliver

Jamie Oliver has vowed to dedicate himself to ousting the Conservative government if it refuses to back radical measures to tackle childhood obesity.
David Cameron had been attempting to work with the celebrity chef in dealing with the issue, inviting him to Downing St last year to discuss his concerns. Oliver has been a leading advocate of placing a new tax on fizzy drinks.

In a newly hostile tone, Oliver said that he would be forced to become “more ninja” with the Conservatives should they fail to take drastic steps. He said failure to adopt measures tackling childhood obesity such as a sugar tax would force him to campaign “to get them out of power as soon as possible”.
“I don’t mind not getting a tax if there is something better and more symbolic because what we need is a change,” he told BBC One’s The Andrew Marr Show. “Obesity costs more, globally, than all conflict on the planet. It is a war; it’s just that it doesn’t have a shoot-out.”
Should the measures fall short, he pledged to “change our strategy, get more ninja, go a bit more underground and a little bit less nice and try, and I think that we need to try and get them out of power as soon as possible because child health has to be central to a healthy, prosperous economy”.
Mr Cameron has not ruled out a sugar tax, but is likely to use the threat of the measure to persuade the food industry to take steps of their own to cut sugar consumption among children.
Jeremy Hunt, the health secretary, described the rise in childhood obesity as a “national emergency” as he refused to rule out a tax on sugary drinks yesterday. He said the forthcoming strategy to deal with the issue would be a “game-changing moment”.


“I have got a one-year-old daughter. On current trends by the time she reaches adulthood a third of the population will be clinically obese,” he said. “One in ten will have Type 2 diabetes. It is a national emergency.
“David Cameron has said if it isn’t a sugar tax, it needs to be something equally robust, but he hasn’t taken a sugar tax off the table. We have got parents up and down the country who want to know that they are going to be given the support they need to make sure their children eat healthily.”
A poll suggested three quarters of adults backed a ban on junk food advertising on television before the 9pm watershed. The survey of more than 1,700 people for Cancer Research UK found that 74 per cent backed the move, 55 per cent supported a tax on sugary drinks and 66 per cent wanted an end to special offers on junk food.
The advertising issue is creating tensions in Whitehall, with John Whittingdale, the culture secretary, said to be concerned about the financial hit on broadcasters. He is said to have told concerned industry figures that he will fight their corner against the move. The Department for Culture, Media and Sport declined to comment.
The ban was suggested by a report by a cross-party committee of MPs last year. It said there should also be restrictions on junk food advertising on social media and internet games.