The culture secretary has signalled her concern over the "growing crisis of obesity in children".

In an interview with the Guardian, Tessa Jowell said she would ask new TV regulator Ofcom to crack down on junk food adverts targeted at children as part of a package of measures.

Forum Response: British Retail Consortium

Russell Hamblin-Boone, director of public affairs at the BRC, told ePolitix.com: "Retailers have long been providing customers with advice and information on a balanced diet and healthy eating.

"The secretary of state has answered a call we have been making for a public education campaign. A consistent national message and approach, backed by sufficient government funding, is the only way we will see the cultural shift needed to improve health in Britain.

Calorie intake has reduced year on year since the 1950's. The change has been in how much exercise we get.

"The government's message should include educating consumers on what constitutes a healthy and balanced diet and on the role physical activity plays in good health."

Forum Response: Canderel

A spokeswoman for Canderel told ePolitix.com: "Tackling obesity is a complex problem, which requires a partnership across government, health professionals, the voluntary and private sectors. A holistic approach to tackling obesity is required, encompassing diet, physical activity and behaviour.

"Canderel can play its part by offering an alternative to sugar - switching to a low calorie sweetener can have a significant impact on peoples' daily calorie intake - including children. This is linked to the need to change behaviour and unhealthy eating habits. Our understanding of consumers and what they want can contribute in helping to inform strategies around changing behaviour for a healthier lifestyle.

"At the same time, clear labelling and description of sweetener alternatives is necessary in order to help consumers make informed choices, allowing them to control levels of sugar intake in their diets and reducing the risks of obesity."

Forum Response: National Consumer Council

Ed Mayo, chief executive at the NCC, said: "Tessa Jowell's determination to tackle the obesity time bomb is extremely welcome. It's now time to shape a programme of action that is effective against the clout of the food advertising industry and part of a wider campaign to make healthy life-style choices easier.

"NCC has already backed calls for a ban on junk food TV advertising targeted at young children, and there are several other ideas we think should be explored. For instance, would a tax on junk food cut down on sales of food high in fat, salt and sugar?

"And should two-for-the-price-of-one offers, pushing low-nutrition foods such as chocolate, be discouraged? What wider support do families on low incomes need to build healthier diets?

"What happens in schools - from school dinners and lessons, to tuck shops and vending machines - could also be harnessed to shape healthier eating habits.

"To get to a food system that better serves the health of the whole population, requires change on behalf of all - industry, regulators, government and consumers."