the speeds they are marketing delicious, they don t make us feel as quickly, we eat more, they invest more, we eat more, they invest more. there have been 14 previous obesity plans in this country and almost all of them have been voluntary measures. you re not going to break thisjunk food cycle, this interaction between our appetite and the commercial incentive of companies, unless you tackle it directly, and that is what we are recommending with the sugar and salt reformulation tax. it s not a tax increase price, it s to make the companies to formulate, as they did with the sugary drinks tax, they take the bad stuff out and make the worst food better. ben thompson is at a farm in leeds this morning, getting reaction to the report. good morning to you from leeds. we have come down to the farm to get a sense of what that report could mean for the farming industry but also for the wider food industry because there are three key findings in it. 0ne suggesting there should be a greater tax
ellie price, bbc news. the review was led by the co founder of the leon restaurant chain, henry dimbleby. he explained the findings. so, the current way people think in this country is what you need to do about diet related disease is educate people, we need to exercise and assert willpower. the corollary is that is if you can t get off your bum and exercise, it s your own fault. simply, none of that is true. exercise is a fantastic benefit in itself but it s not very good at helping you lose weight. we tell these people exercise will help them lose weight, they go to the gym, they don t lose weight and they stop exercising. exercise is fantastic it s just not good at helping you lose weight. there is an interaction between the commercial incentives of companies and our appetite. we find the speeds they are marketing delicious, they don t make us feel as quickly, we eat more, they invest more, we eat more, they invest more.