According to research almost half of the British public (47%) say it is harder to eat a balanced diet now than it was 20 years ago. Of those, 81% say one reason for this is rising food prices and 70% say less healthy food is often cheaper than healthier options.
Nearly eight in ten people (79%) are not confident that food companies will cut sugar, salt and saturated fat levels without Government intervention. Almost four-fifths (79%) of Britons say the Government should be doing more to make a balanced diet affordable and 84% said food companies should be doing more.
Kate Howard, children’s food campaign coordinator at Sustain, said: “Food companies are incredibly good at innovation when there's a profit in it, and I see no reason why that same drive can't be turned towards making healthier food the easy, affordable option. Clearer rules benefit everyone, including industry.
“The people across the UK who developed the calls in this charter showed just how frustrated they are and how much they want change. That's why we’re urging everyone to add their name. The more people who sign, the harder it is for Government and industry to look the other way."
On average, children are eating less than half the recommended amount of fruit and vegetables, while consuming around twice the recommended amount of sugar.
Dr Hannah Brinsden, head of policy and advocacy at The Food Foundation, added: “This research brings to life the challenges felt by citizens up and down the country with accessing healthy and affordable food. We know voluntary action doesn't work.
“We need strong Government directions and policies to level the playing field and ensure that all companies play their role in supporting citizens to access the healthy and affordable food they clearly want. The NHS Plan set out a clear vision - but we know there's much more that can be done to shift the incentives in our system to support good growth for businesses, while also protecting our health.”