The man who wants to increase the cost of Britons' weekly food shop in a bid to force them to lose weight is a multi-millionaire who made his fortune selling 'healthy' fast food.
Henry Dimbleby, 51, is the son of BBC broadcaster David Dimbleby and grandson of the late war correspondent Richard Dimbleby - and was educated at Eton College and Oxford before becoming a gossip columnist and management consultant.
And despite his weight loss plan for the British public that calls for them to pay more and eat more algae, Mr Dimbleby admits struggling with his own weight and says he 'oscillates' between 'the high end of healthy weight and the low end of obese'.
Before becoming Boris Johnson's food tsar, married father-of-three Mr Dimbleby made a multi-million pound fortune in April with the sale of his fast food chain Leon which went for a total of £100million.
The upmarket chain, which he founded with entrepreneur John Vincent and chef Allegra McEvedy in 2004 and now has 61 stores in the UK, promotes a healthy image and is known for its halloumi wraps and aioli chicken.
However, nutritionists have pointed out some items on the menu which include 'hot boxes' are high in fat and salt - while its outlets, most of which are in London, also sell traditional fast food staples such as chips and burgers.
Mr Vincent, who is married to BBC presenter Katie Derham, is said to have made up to £15million from Leon's sale - while Mr Dimbleby also earned a windfall from his joint stake of 15 per cent with Ms McEvedy and other owners.
Former gossip columnist Mr Dimbleby has previously told how he has a 'conscious struggle' with obesity, telling the Guardian in June last year, he said: 'I wouldn't recommend any diets that I have used. My weight oscillates between the high end of healthy weight and the low end of obese, and it is a conscious struggle.'
Mr Dimbleby is pictured as a boy (top centre left) in 1976 with his parents, BBC broadcasters David David and cookery writer Josceline Dimbleby, as well as his sisters Liza (top, part hidden) and Kate (bottom)
Henry Dimbleby and his journalist wife Jemima Lewis (left, in London in 2015) were most recently listed as living in a three-storey townhouse (right) in trendy Hackney, East London, which was bought in 2002 and sold last summer for £1.75million
Born in May 1970, Mr Dimbleby attended Eton College, where he studied at the same time as Conservative MP Jacob Rees-Mogg. He then went onto Oxford University where he read physics and philosophy.
Like both of his parents, he would soon find his way into journalism, as a food writer for the Daily Telegraph - having initially worked as a commis chef under Michelin-starred chef Bruno Loubet.
In a profile on the Leon website, Mr Dimbleby is said to have been 'too messy to survive in a professional kitchen' and had a dislike of 'pre-made sandwiches served from neon-lit chiller cabinets'.
He left the Telegraph to work for management consultancy firm Bain & Company where he met Mr Vincent - and they then launched Leon together with chef Ms McEvedy in 2004.
Nearly 20 years later, Blackburn billionaire brothers Mohsin Issa and Zuber Issa, who own supermarket giant Asda, bought the Leon chain in April this year for a reported £100million.
With the help of Mr Vincent, Mr Dimbleby has also worked in campaigning, and the pair were invited by David Cameron's Conservative government to write a report into school meals. The report earned both Mr Dimbleby and Mr Vincent MBEs.
In recent months, Mr Dimbleby has been working with Marcus Rashford, the Manchester United and England footballer, in the star's
