The recent launch of the much-delayed Childhood Obesity Strategy turned out to be something of a damp squib after being trailed as one of the most important health initiatives of our time.

With voluntary targets set to cut sugar in children's food and drink by 5%, ultimately rising to 20% and a threat that government will ‘consider alternative levers, if insufficient progress is being made', the language of ‘should, might and we encourage' is hardly going to promote a rush by suppliers in the food industry away from sugary drinks and junk food.