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Consumer group Which? has stated that UK supermarkets need to increase their efforts in fighting the obesity crisis as more than 50% of their promotions focus on junk food and fizzy drinks rather than healthy options.

Following analysis of 77,165 promotions across major supermarkets in the country, it was found that 53% of these offers were for less healthy food and drink products.

The group stated that special offers were targeted at confectionery rather than fresh fruit and vegetables.

"It is time for supermarkets to shift the balance of products they include in price promotions."

Which? reviewed data derived from price comparison website mySupermarket on promotions offered by supermarket chains, including Asda, Morrisons, Ocado, Sainsbury’s, Tesco and Waitrose, between April and June.

Out of the ten soft drinks, seven were high in sugar content (more than 8%) of the government's proposed sugar tax.

Among the most promoted less healthy products were frozen chips and potatoes (78%), pizzas (70%) and soft drinks (70%).

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By GlobalData

The least promoted products were meat, dried fruit, fish and seafood categories (32%).

Which? director of campaigns and policy Alex Neill was quoted by BBC as saying: "Everybody has to play their part in the fight against obesity and people want supermarkets to offer more promotions on healthier foods and yet our research found the opposite.

"It is time for supermarkets to shift the balance of products they include in price promotions and for all retailers to get rid of temptation at the till by taking sweets off the checkout."