Heir to the throne Prince Charles has been urged to follow the example set by other food manufacturers and cut sugar levels in his Duchy Organic ice cream.
Health campaigners say that Duchy Organic ice cream, which is sold in Waitrose supermarkets, has twice as much sugar in it than some other leading brands.
The calls come amid growing concern over the amount of sugar in the food and drink we consume, and as Britain, and the US struggle to combat ever increasing levels of obesity.
Duchy was highlighted by food researchers looking at the different amount of sugar in food stuffs which appeal to children and young people.
The Action on Sugar campaign group is asking companies to throw their weight behind Public Health England’s new voluntary reformulation programme.
Its programme is being pushed forward in a bid to help tackle the childhood obesity epidemic, which Public Health England says is the biggest crisis in public health affecting the country.
The survey of foods commonly consumed by children including sugary breakfast cereals, yoghurts, biscuits, cakes, confectionery, pastries, ice creams and chocolate spreads shows that products containing less sugar are in plentiful supply.
For example, Duchy Organic vanilla ice cream, with 14.5g of sugar per 100g, was found to have 84% more sugar than Asda’s “smart price” vanilla ice cream, with 7.9g sugar.
Information was collected by researchers who visited Waitrose and other major supermarkets including Sainsbury’s, Tesco, Morrisons, Marks & Spencer, Lidl, Co-operative, Asda and Aldi.
They used the FoodSwitch app to gather data on nutritional information in a variety of products in a survey carried out during August and September.
Tam Fry, who is spokesman for the National Obesity Forum and an expert advisory team member of Action on Sugar, said: “George Osborne’s sugar levy announcement in March must be regarded as his swansong as chancellor.
“At a stroke, he concentrated the mind of sugar-happy soft drink manufacturers seriously to consider reformulating their products to an acceptable level.
“As Action on Sugar’s research shows, many food manufacturers got the message, too. All, and Prince Charles in particular, should now follow their lead. The added bonus is that they will have dramatically aided the health of millions of people, let alone the NHS.”