Supermarkets agree to voluntary code to promote healthy living

Britons are to be given an extra helping hand in keeping in shape as supermarkets pledge to do their bit to encourage healthier lifestyles.

Though non-binding, the newly announced agreement will see the UK's biggest food retailers introduce a series of initiatives geared towards helping their customers make sensible and healthy choices.

Among the measures they are likely to take include offering consumers clearer guidance by adding calorie counters to food packaging, while also putting easier-to-read labels on both alcoholic and non-alcoholic drinks.

Welcoming the development, health secretary Andrew Lansley praised the industry for agreeing to take action "on a voluntary basis".

"The alternative is to use legislation and this means taking the EU route, which could take years. We want to do more at greater speed," he said.

However, some campaigners, among them Alcohol Concern, have expressed reservations that this new deal will not go far enough in nudging people towards adopting healthier lifestyles.