Dr. Mimi Tatlow-Golden:

Food is more complex. Smoking is easy to deal with; the advice is that people just stop. With food people can have a little bit. Who defines what a little bit is? Is it a little bit with lunch and a little bit after tea? Is it a couple of biscuits at bedtime and a treat at the weekend? That adds up to many little bits. It is difficult. Plain paper packaging on breakfast cereals would be a interesting concept to explore. One can imagine the push back there would be on that. Some changes will have to be made.