Jamie Oliver sugary drinks move misguided, says soft drinks industry

Jamie Oliver’s latest attack on soft drinks in the fight against diet-related childhood diseases is misguided, according to The British Soft Drinks Association.

The celebrity chef is adding a 10p levy on soft drinks with added sugar sold at his restaurants, and is hoping the move will send a “powerful and strong message” to the government.

“Soft drinks are the biggest single source of sugar amongst school-age kids and teenagers, and so we have to start there,” said Oliver.

But BSDA director general Gavin Partington said industry efforts to help consumers make healthier lifestyle choices were proving far more effective than any tax.

“Jamie Oliver deserves credit for his efforts to encourage healthy, balanced diets, particularly in schools,” said Partington. “But on this issue, the evidence does not support his case.”

He pointed to the results of the ‘soda tax’ introduced by the Mexican government in 2014.

“The latest figures from Mexico show that the soft drinks tax has led to an average reduction of just six calories per person per day, and there is no evidence that it has had an impact on levels of obesity.

“This is hardly surprising when experts agree that the causes of obesity are multiple and include overall diet and lifestyle. Surely we need a holistic, realistic approach to overall diet and exercise rather than singling out a specific ingredient or product.”

He added: “By contrast, the efforts by soft drinks companies including product reformulation, smaller pack sizes and increased promotion of low and no calorie drinks have led to a 7% reduction in calories from soft drinks in the last three years.”

All money raised from the soft drinks levy at Oliver’s restaurants will be directed to a fund that supports healthy eating food initiatives and education for children across the UK.

Oliver has called on other restaurant groups to replicate the levy and contribute to the fund he has set up in partnership with Sustain. The charity has been campaigning for the introduction of a sugary drinks duty since 2013.