Jamie Oliver: 'Marketing chocolate is ok but do it dishonestly and we’ll batter you'

His comments come as the sector faces increasing scrutiny on how it markets high sugar products as well as the language used on food labels. For example, there are over 50 different terms for the word ‘sugar’.

“It’s ok to sell chocolate, just be honest and clear," he said. "And be wary of how you market to kids, because we’ll get you, single you out, and batter you."

Oliver went on to say that it’s difficult to blame junk food marketers for the burgeoning obesity rates when “they are getting bonused on growth” and generally stay in the role for less than two years.

“You need to be committed for 20 years to see change,” he said. “But the people rising up in businesses are wanting and expecting better things.”

Oliver has been on a crusade for much of the past decade to improve people’s diets. He lamented that government bodies have been “flaccid and disappointing” on the issue, saying the responsibility now lies with businesses.

“Education is so exciting, technology is so exciting, and a brand’s ability to contribute and play a part is so exciting.”

Wearables and fitness trackers is an area Oliver suggested would massively help in fighting the battle, emphatically telling the audience that they will be vital if people are to make better choices about their health.

"We need them. They are an absolute essential because we are screwed. We cannot afford where public health is going – there is no debate we’re in red alert. Wearables can help you make better decisions most of the time.”

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