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We’ve set an ambitious goal to halve childhood obesity in the UK by 2030. If we’re going to achieve it, we need to inspire positive changes in the home, on the high street, in the workplace, in hospitals and in schools.

"This goal is a movement for everyone – the government, business sector and the public need to think holistically about how we make our country a healthier place for our kids to grow, learn and flourish."



20% of UK children leave primary school with obesity

if nothing changes...

that means 1.6 million children with obesity in 2030

the 2030 goal

is for just 10% of children to leave school with obesity


The World Health Organization (WHO) defines ‘obesity’ as abnormal or excessive fat accumulation that may impair health.  Read more on the WHO website.


How can we reduce levels of obesity?

The causes of obesity are complex, influenced by social, biological, environmental and behavioural factors. The advertising we see, what’s available in shops and restaurants, how products are labelled, and what our kids are taught about food in school – all influences what we buy and eat. And what we eat affects our health. Meanwhile, obesity disproportionately impacts poorer families. For us, the first step must be to make healthier food more affordable and convenient.


Eating well will become easier than the alternative.

Consumer demand will mean that brands want to promote healthier ranges.

There will be more cheap, healthy and convenient products available.

Food and drink in public spaces (eg hospitals or trains) will be balanced and nutritious.

Kids’ characters will make healthy food choices in movies, books, and on TV.

The average shopping basket and restaurant meal will contain less saturated fat, salt and sugar, and more fibre.

How do we get there?

Jamie’s previous campaigns for better school food, the sugar tax and banning the sale of energy drinks to children all shape our 2030 goal.

Here's what we want to see right now:

  • We want more honesty from brands about what's in our food, as highlighted by the National Food Strategy.

  • The government should protect kids from buying products like energy drinks, which state they are 'not recommended for children'.

  • Only nutritious and balanced products should be promoted online and on TV before 9pm, as the Government will soon be consulting on.

  • Food in and near to schools should be healthy and balanced – in canteens, as well as the shops near to school gates.

  • Food producers must reformulate recipes so that our everyday products are healthier.

  • Our trade deals should have child health at the heart of them, and protect our food, environmental, and animal welfare standards

The UK government has made a number of positive commitments in its obesity strategies.

And part of our 2030 goal is to make sure it keeps these promises.