A former McDonald's advertising exec has revealed the tricks food manufacturers use to persuade the public to eat supersized versions of treats that fuel the obesity crisis.
Likening 'big food' to tobacco firms, Dan Parker, who also worked for Coca Cola, revealed reducing the size of chocolate bars without changing the price is a ploy to create the illusion family-sized treats are better value for money.
Television adverts also push supersized portions with a promotion for MARS' Galaxy showing a digitally created version of the screen icon Audrey Hepburn choosing the back seat of a car over sitting next to a handsome male admirer so she can eat a large chocolate bar to herself.
According to Mr Parker, this creates the illusion that a 100g or so chocolate bar is a single portion for someone as glamourous, slender and admired as 'Audrey'.
Another advert shows former footballer and sports broadcaster Gary Lineker in hospital with a large bag of Walkers crisps, refusing to share it, which further promotes hefty portion sizes, Mr Parker adds.
MARS' Galaxy advert shows a digitally created version of Audrey Hepburn choosing the back seat of a car over sitting next to a male admirer so she can eat a large chocolate bar to herself
Gary Lineker is shown in hospital with a large bag of Walkers crisps, refusing to share it
Dan Parker blames manufacturers for fueling the obesity crisis after chocolate bars have reduced in size without changing their price, making larger ones seem better value
Britons are being urged to cut their meals to just 1,600 calories a day and 200 calories for snacks under new health guidelines.
They will be told they should limit themselves to 400 calories for breakfast, 600 for lunch and 600 for dinner.
This comes to 1,600 calories, below the current recommended daily intake of 2,000 calories for women and 2,500 for men. Those who exercise regularly can have even more.
People who follow the new guidelines can also eat two healthy snacks of up to 100 calories each.
The suggestions from Public Health England (PHE) do not include drinks, but snacks and healthy hydration are likely to keep the total below the current recommendations.
PHE, which is the Government agency for preventing ill health, claims they are merely a ‘rule of thumb’ rather than strict limits.
Officials claim the average adult is overeating by 300 calories a day, and this