The strategy, which has been delayed multiple times and wasn’t expected until the Autumn Statement, provides further details of the planned sugar tax, alongside changes to the School Food Plan and a new sugar reduction programme. Click here to read our full breakdown of the strategy.
Jamie Oliver, a long-time campaigner for children’s health, slammed the ‘underwhelming’ strategy. He said: “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. It contains a few nice ideas, but so much is missing.
"It was set to be one of the most important health initiatives of our time, but look at the words used – ‘should, might, we encourage’ – too much of it is voluntary, suggestive, where are the mandatory points? Where are the actions on the irresponsible advertising targeted at our children, and the restrictions on junk food promotions?
“The sugary drinks tax seems to be the only clear part of this strategy, and with funds going directly to schools that’s great, but in isolation it’s not enough. This strategy was Britain’s opportunity to lead the way and to implement real, meaningful environmental change, to start removing the crippling financial burden from our NHS and reversing the tide of diet-related disease.
“With this disappointing, and frankly, underwhelming strategy the health of our future generations remains at stake. I sincerely hope the Government's promise to ‘take further action where it is needed’ is true…”
The Children’s Food Trust was also disappointed by the plan. Linda Cregan, CEO of the national charity, said: “We’re pleased to see plans to define the healthiness of products more clearly, to explore clearer labelling to help parents in the supermarket and when they’re eating out, to begin work to cut sugar in the foods that children eat the most – though much more detail is needed on how this will be enforced, and how we will build on that initial 20% target.
“The opportunity to take tough action on the marketing and pricing of foods high in fat, sugar and salt for children hasn’t been seized here – despite Public Health England’s recent recommendations on the impact of these factors for the way we eat.
“Government describes this strategy as ‘the start of a conversation’ and that’s exactly what must happen now. It's only by delivering these actions and many, many more besides that we can drive the change that we need and turn our child obesity record from a source of international shame to one of pride. If the UK was looking to this strategy for direction, the route isn’t yet mapped out.”
The British Medical Association also branded the strategy as weak and criticised the government for 'rowing back on its promises'. Professor Parveen Kumar, BMA board of science chair, said: “Given the UK has the highest level of obesity in Western Europe with one in three children overweight or obese by the time they leave primary school, the government should be doing everything in its power to tackle this problem. Instead it has rowed back on its promises by announcing a weak plan rather than the robust strategy it promised.
“Although the government proposes targets for food companies to reduce the level of sugar in their products, the fact that these are voluntary and not backed up by regulation, renders them pointless. Targets are also needed to reduce levels of saturated fat and salt in products – these must be backed up by regulation.”
The Obesity Health Alliance, a coalition of 33 leading charities, Medical Royal Colleges, and campaign groups, went a step further and claimed the strategy will let down future generations.
In a joint statement the Alliance said: “The Government’s plan is underwhelming and a missed opportunity to tackle the obesity crisis and its devastating burden on the health of both society and the NHS. While the launch of the soft drinks industry levy consultation is an important step, the Government’s plan falls disappointingly short of what is needed.
“With the new school term approaching, one in three children will be starting secondary school overweight or obese. The Government cannot afford to shy away from this challenge. For the sake of the health of our children we need strong action right now.”
Sarah Wollaston MP, chair of the Health Committee, said in a series of tweets: “Big interests have trumped those of children in dumping advertising and promotion from the childhood obesity strategy. In downgrading the ‘plan’ many important opportunities have been lost to improve children’s diets and tackle health inequality.
“The wording in the final paragraph really sticks in your throat and shows the triumph of industry lobbyists. Sadly the life expectancy gap is not such a ‘burning injustice’ after all if this childhood obesity plan is the shape of things to come.”
Councils have called for funding from the planned levy on soft drinks to go to local authority public health teams.
Cllr Izzi Seccombe, LGA portfolio holder for community wellbeing, said: “Councils are doing everything they can to curb obesity at a local level and will have spent more than half a billion pounds tackling obesity since they took over responsibility for public health three years ago. The recent cuts to public health budgets by government will make this task harder.
"To help plug this gap, we would like to see money raised from the planned levy on soft drinks to go to council public health teams, who are best placed to work in partnership with schools, nurseries, parents, businesses, the NHS and voluntary community sector, to make best use of the money and reduce child obesity.”
The Food and Drink Federation promised a collaborative approach to dealing with the issues. Ian Wright, director general of the Food & Drink Federation, said: "Food and drink manufacturers recognise our responsibility in meeting the challenges posed by obesity. Government has acknowledged that working in partnership with industry on a voluntary basis is the best way to make progress on this crucial issue. We are committed to that partnership.
"However the target set for sugars reduction in the Plan is flawed. It focuses too strongly on the role of this single nutrient, when obesity is caused by excess calories from any nutrient. Moreover the target is unlikely to be technically practical across all the selected food categories.
"Reformulation is difficult and costly: there are different challenges for each product; recipe change can only proceed at a pace dictated by consumers. We will of course do everything we can in the next six months to work towards a practicable reformulation solution while continuing to urge the Government to adopt a 'whole diet' approach.”