The UK is in danger of setting dietary targets that are “impossible” to reach, according to AB Sugar, which today launched a campaign to counter the war on sugar as an ingredient.

CEO Mark Carr said that the barrage of newspaper headlines over sugar has seen the ingredient given “more than its fair share of blame” for the obesity crisis.

His comments are part of a new AB Sugar campaign, based around a website called Making Sense of Sugar, the aim of which is to debunk myths around sugar, which AB saID has been unfairly singled out.

“There is a risk that much of the current debate and proposals may be moving away from the science,” claimed Carr, adding: “We could run the risk of setting dietary recommendations for ourselves here in the UK that are difficult or almost impossible for most people to achieve.”

The website includes facts such as the existing guidance on sugar. This includes the WHO recommendation that adults should get no more than 10% of their daily calories from “free” sugars.

However, it comes with the Scientific Advisory Committee on Nutrition (SACN) having advised the DH to slash that to 5%, amid a clamour from some scientists for the crackdown to go even further.

This week researchers from University College London (UCL) and the London School of Hygiene and Tropical Medicine said 5% should be the absolute maximum and people should aim for a target of just 3%.