Free for producers and manufacturers to enter, she said: “The awards are designed as a positive, meaningful endorsement and marketing message for companies which demonstrate better choices for health and wellbeing.

“The health of Britain is not just down to personal responsibility.

“Industry has a responsibility to help consumers make better choices by offering us great products with clear health benefits.

“Industry cannot sit back any longer and watch the obesity crisis worsen and take no responsibility. Misleading labelling, larger and larger portion sizing and pushing products which falsely claim health benefits are marketing ploys deliberately designed to hoodwink consumers.

“My aim is not to demonise all products perceived as unhealthy. In fact I believe completely in enjoying food and not being obsessive about what you eat.

“I’ve frequently been quoted as saying diets don’t work long-term because they are based on completely denying yourself the foods you really love – how can that be sustainable?

“I’m not attacking manufacturers of chocolate or crisps for example – all I am saying is that whatever industry you’re in, and however large or small your company, there are ways to improve your products to help consumers make healthier choices.

“Even implementing something as simple as clear labelling at least gives consumers a chance to make an informed choice about what they’re looking at on shelf.”

"The Vavista Awards are big news for producers of products which are already contributing to a healthier Britain through features such as good labelling, great ingredients, local sourcing, appropriate portion sizing or genuine wellness benefits.

“There are three categories Food & Nutrition; Health & Wellbeing & Fitness. Products don't have to be super healthy – they just need to demonstrate that they are a healthier choice in their field … because all of those small improvements add up."

For more details visit: www.vavista-awards.com.