Jamie Oliver is to add a 'sugar tax' of 10p on all sweet drinks served in his restaurants to highlight the dangers of consuming too much sugar, and to send a message to government to take urgent action on childhood obesity.
An explanation of the sugary drink levy will be printed on all his menus and waiting staff will be able to offer alternative healthier drinks for children.
Monies from the levy will be put into a fund run by the charity Sustain, which advocates better food and farming policies and practices, to support children's healthy food initiatives across Britain.
The chef and restauranteur's new documentary, Jamie’s Sugar Rush is to be aired in the next month on Channel 4, which shows Oliver travelling around the UK to see how a sugar-filled diet affects children today.