Jamie Oliver, a national treasure in terms of British cookery shows, commented in Dispatches back in late October that the government should be prioritising tackling sugar intake in Britain over tackling the Islamic State.

At the time, his comments did not garner much media attention – however, when considering the comparison, it is rather overarching.

Jamie continued by stating that “this is war”.

It is undeniable that sugar is contributing to the obesity problem in this country, and it should be tackled – but who is Jamie Oliver waging a war on? FMCG companies, (who clearly label sugar content but still target advertising at children), parents, or those who freely choose to consume sugar, knowing the risks?