‘Pudding tax’ is on the menu
HEALTH officials are to push for a “pudding tax” on cakes, biscuits, and other sugary snacks amid warnings that Britain’s sweet tooth is fuelling its obesity crisis.
The move comes as new figures show the average child has consumed 18 years’ worth of sugar by the age of 10.
Dr Alison Tedstone, chief nutritionist at Public Health England (PHE) said officials would tell ministers that further action – including taxes – was needed, if results of food manufacturers’ efforts to cut sugar content do not show a significant improvement when they are released in the spring.
She told The Daily Telegraph: “We will be very clear to Government if it is not good enough. We would be saying that other actions are needed.” A pudding tax could work in a similar way to the sugar tax on soft drinks which was introduced last year.
Manufacturers have been set targets to cut the sugar content of common foods by a fifth by 2020, but have made little progress.
Last year, the fall was just two per cent overall, against a goal of five per cent. There was no change in the sugar content of chocolates or biscuits, while puddings became even sweeter.
“Puddings were going in completely the wrong direction,” Dr Tedstone said,
adding that the “jury was out” on whether this year’s results would show sufficient improvement.
The Government’s childhood obesity strategy has already warned that “mandatory and fiscal levers” could be introduced if the food industry does not make sufficient changes.
“We were pleased to see that,” Dr Tedstone said. “If progress isn’t made in the categories within the sugar reduction programme, that would be the obvious place to start.”
Last week, The Daily Telegraph revealed new calorie caps drawn up by PHE which would reduce the content in thousands of meals sold by restaurants and supermarkets.
Sandwiches would be capped at 550 calories, with a limit of 544 calories for any ready meal and a maximum of 951 calories for a restaurant main meal.
Dr Tedstone defended the plans – which have met a significant backlash – suggesting consumers would be unlikely to notice changes to the portions and formulations of favourite foods.
She said: “We have seen portion sizes getting bigger and bigger.
“Research shows that people tend to
eat what they are given. If you are given a slightly smaller pizza, you don’t notice.” She said the plans remained at an early stage, although officials have indicated action could be taken to ensure manufacturers comply if they do not take sufficient voluntary action.
Last month, the chief medical officer hit out at manufacturers and retailers, saying voluntary cuts in sugar and salt content had failed.
Dame Sally Davies called for extra taxes on sugary and salty foods, in a bid to persuade manufacturers to reformulate foods, or face extra costs.
National data shows the average child consumes the equivalent of eight excess sugar cubes every day.
It means the average child has at least 304lb (138kg) of sugar by the age of 10. If consumption was in line with recommended limits, they would not reach this point until they were 18.
Severe obesity in children aged 10-11 has reached a record high – with almost one child in 20 now classed this way.
Earlier this year, research found cases of Type Two diabetes, which is fuelled by obesity, were soaring among children, including those as young as nine.