If I could perhaps add on this one, I think we have over the last 50 years or so gone through something of a revolution on food. Going back 50 years ago, people were limited in terms of what they ate by the fact that they couldn't simply afford to buy food to put on the table. Now in the U.K. very few people are in a position where they can't afford to eat. Going forward, that's likely to be even less the case. I think we have to educate people to the point where they start to really think about the food they're eating.
I think one important thing for children in school is to learn about food labelling and how to read food. In the campaign that we've developed there are four steps that we're going through. First of all, we're trying to encourage people to know their food, to know what they're eating, and to think about what they're eating--not stress about it, just be aware and make an informed choice.
Second, we're trying to say to them, know your limits, know what a good diet looks like, and that's where I think GDAs are a very important concept.
Third, we're taking them to a point of doing something about it--making informed choices when they choose their food.
Fourth, they need to be active, which I think is always the other side of the coin.
For me, those are really important concepts.