London - Celebrity chef Jamie Oliver is to slap a “sugar tax” on all sweet drinks served in his restaurants as a protest at the government's refusal to introduce one.
The millionaire restaurateur has pledged to charge 10p (about R1.90) for every drink containing added sugar, with the money raised going to fund better education over healthy eating.
Oliver says he has imposed the tax in an attempt to highlight the dangers of consuming too much sugar, as well as sending a message to government to take urgent action on childhood obesity.
He told the Sunday Times: “I was born into the restaurant industry and I truly believe that by joining together on this issue we not only send a powerful and strong message to government but we also have the potential to make a longlasting legacy that could ripple across the world.
“I've seen first-hand the heartbreaking effects that poor diet and too much sugar is having on our children's health and futures. Young children are needing multiple teeth pulled out under general anaesthetic and one in three kids [is] now leaving primary school overweight or obese.
“Soft drinks are the biggest single source of sugar among school-age kids and teenagers and so we have to start here.”
The chef said an explanation of the sugary drink levy will be printed on all his menus and waiting staff will be able to offer alternative healthy drinks for children.
Oliver does not allow any fizzy or sugary drinks in his own home and claims his four children have grown up drinking mainly water or diluted fruit juice.
He believes parents should explain to children which drinks are best for them and make healthy drinks fun - for instance, by adding freshly cut lemons, oranges or strawberries to iced water.
Money 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 Jamie Oliver Restaurant Group will make a donation of £25 000 to get the fund started and Oliver believes the charge – which he is calling “children's health levy” – will raise around £80 000 in the first year.
There have been repeated calls for a “sugar tax” from health professionals who say there is an urgent need to stem the rising tide of childhood obesity.
Life sciences minister George Freeman has said increased taxation should be considered for firms selling sugary products but David Cameron has refused to introduce one.
Earlier this month the prime minister's official spokesperson said Mr Cameron did not 'believe that the right approach here is to put sugar taxes on hard-working people to increase the weight and cost of their shopping baskets.
The initiative has been welcomed by health campaigners including Tam Fry, of the National Obesity Forum, who said: “His levy will be applauded by everyone who understands obesity and the health damage of excessive sugar.”
Daily Mail