Encouraging consumers to eat less might sound like the last idea UK supermarket bosses would support, but that’s the latest plan hatched by the government.

Defra has called on the likes of Tesco and The Co-op Group to develop plans to persuade consumers to switch to healthier, more sustainable diets.

Executives from around 70 companies and organisations, including the FDF, held their first meeting under the initiative last week, with a view to a public-facing strategy being unveiled in the summer.

Defra claimed it had support from retailers and suppliers who realised obesity and commodity shortages needed tacking. “There is consensus that there needs to be a major debate about the sustainability of the food chain and about diet and obesity,” said a spokeswoman.

An industry source admitted that at first sight the initiative seemed unlikely, but added: “We’re not talking about setting out to slash consumption, but to focus on a model that is sustainable in the long term.”

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