The UK's major food companies, supermarkets and caterers are to join forces to launch a new coalition aimed at combating high rates of obesity in children.

The British Retail Consortium, the Food and Drink Federation, the British Hospitality Association, the Food Advertising Unit and the National Farmers' Union are all part of the new group representing a £100 billion UK market.

The move is being seen by campaigners as a belated attempt to fend off the requested stricter regulations over food. Many MPs want to see a complete ban on television advertising of junk food directed at children.

The move was greeted by cynicism by Professor Tim Lang, professor of food policy at City University in London. He said: "The food giants are so arrogant that they have seen themselves as untouchable."

Neville Rigby, policy officer with the International Obesity Taskforce, has welcomed the move. He said: "Maybe the message is getting through to a lot of people that they have to start cutting fats and sugar in their products."

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