Portion sizes have grown over the last 50 years, along with the perception that bigger meals offer better value for money. Yet there is increasing evidence that people value brands that help them to be healthier, and when it comes to portion sizes, they can be persuaded that less is more.

With obesity at the forefront of many consumers’ minds, they are looking for healthier snacking options. In response, snack and beverage brands are implementing new strategies, including reducing portion sizes, ‘premiumising’ their products and using clearer labelling.

Half of all food bought by families in the UK is 'ultra-processed', with people favouring cheaper and more convenient options over ones with higher nutritional value. This is fuelling an obesity epidemic that health bosses and food manufacturers alike are struggling to get to grips with.

Kellogg’s is cutting the amount of sugar in some of its children’s cereals – and stopping marketing other cereals altogether – after coming under pressure from health officials. With a third of UK children now classed as obese, brands are actively looking to produce healthier alternatives.