Health experts have banded together to put pressure on the government and the food industry to cut the sugar content of products claiming the marketing ploys to reverse the UK’s obesity crisis have been ‘ineffective’.

The Action on Sugar group, which is modeled on the Consensus Action on Salt and Health (CASH) campaign group, is taking aim at consumer food products “full of hidden sugars” in a bid to encourage manufacturers to reduce the ingredient. It is also asking brands to stop advertising sugary drinks and snacks to children claiming the ingredient has become the “alcohol of childhood”.

The group will set targets for food and drink makers to reduce the level of sugar by up to 30% over the next three to five years so that consumers do not notice the difference in taste. The targets could resemble those set by the Government’s Responsibility Deal, however Action on Sugar claims its changes would cull around 100 calories a day for those consumers who are particularly susceptible to obesity.

Manufacturers who do not meet the targets, should be fined by the government or a Sugar Tax should be introduced, the group has also proposed. It has highlighted flavoured water, sports drinks, yoghurts, ketchup, ready meals and bread as products containing larger amounts of sugar and should be altered by brands.