Food vendors could step up their investment in promotional and peelable labels after a new public health initiative was backed by the British Hospitality Association (BHA).

The government believes that nine in ten adults in the UK will either be overweight or obese by 2050.

As a result, it is calling on leading brands to add nutritional information to their labels in order to ensure consumers are better informed about how many calories a product may contain.

The BHA has supported the scheme and said both shops and restaurants have a part to play in making people more aware.

Ufi Ibrahim, chief executive of the group, commented: "Calorie counted dishes and healthy options will help consumers make healthy choices."

However, it noted that counting calories could prove costly for small and independent businesses who sign up to the voluntary initiative.

The government also hopes the scheme will lead to artificial trans fats no longer being added to food by the end of next year.

Denny Bros Ltd, 17 March 2011