I was interested this week to listen to a wide range of food industry decision- makers debate the conflicting messages and images that so confuse UK consumers.

Speakers from areas as varied as the World Health Organisation, Ofcom and the Food Standards Agency addressed a Chartered Institute of Marketing conference and, as always, the consensus was they would agree to disagree on most things.

Every delegate present no doubt strongly believed in the need to increase the nutritional value of foods on offer to the public. But most of them also vigorously pursued their own agenda, however subtle its difference to that of their neighbour in the conference hall.

It was particularly striking that manufacturer Kraft Foods, supermarket chain Sainsbury’s and burger chain McDonald’s all took to the podium, effused healthy positivity and spoke of similar aims for their product ranges and customers.

Three massive organisations with three diverse corporate cultures, seemingly united under one healthy-eating umbrella. But it is not legislation, government or health advice that is encouraging them to push the boundaries.

The health message is the competitive tool of the day, nothing more nothing less, and the mass of information in the marketplace differentiates yet simultaneously adds to the confusion. And that’s just how the marketers like it.