Food manufacturers and retailers together are offering cross-category healthy eating/low fat foods as never before. Indeed, the retailer without an own label low fat range is now the exception. 

Given the width, exposure and accessibility in terms of pricing that such ranges enjoy instore, it would be difficult to argue against the fact that consumer demand for healthier foods is actually being driven from within our industry. 

Perhaps the government ought to take a look at its communication. Take its 5-a-day push. GBA consumer research is indicating a great deal of confusion about what actually constitutes the recommended "five portions" per day. 

Comparisons with the degree of regulation experienced by the tobacco companies may be a little premature. It does after all take a particularly messy consumer to endanger another person through the perils of passive eating.