Supermarkets have almost doubled the number of “junk food” items they promote, despite warnings of an obesity crisis, an official watchdog has found.

The National Consumer Council accuses supermarkets of using “buy one, get one free” or “three for the price of two” offers on savoury snacks, sweets, chocolate, biscuits, cakes and fizzy drinks to entice shoppers during the credit crunch – and names Morrisons and Waitrose as the worst offenders.

In its analysis of more than 4,300 cheap deals, the council found that promotions for items high in fat, sugar and salt made up more than half – 54 per cent – of all instore promotions. Yet advice from the Food Standards Agency suggests that such foods form only 7 per cent of a person’s diet. Only 12 per cent of cheap deals were for fresh fruit and vegetables or other healthy staple items.

The last time the council conducted a similar survey was in July 2006, when junk food promotions accounted for 37 per cent of cut-price deals. The council is concerned that retailers are using these offers to increase their market share during a difficult trading period. It is anxious, too, that low prices might be encouraging those on lowest incomes who are more likely to feel the pinch.

The findings, in a report entitled Cut-price, What Cost?, are particularly alarming as the latest government figures predict that without healthier lifestyles two thirds of all adults and a third of children will be obese by 2050, putting them at severe risk of heart disease, diabetes and cancer.

Of the promotions in Morrisons, 63 per cent were in the junk food category, up from the 39 per cent it had in 2006. Fifty-seven per cent of Waitrose’s special offers were for treats and other “guilt” foods.

The survey found that 65 per cent of the prime selling points in Waitrose stores – known as gondola ends – were used to display products high in sugar and fat. Morrisons used 62 per cent of the same sites for these items.

Even the lowest-scoring stores, Coop and Marks & Spencer, still had a high proportion of junk foods on special offer, with the Coop displaying 41 per cent and Marks & Spencer 48 per cent, up from 27 per cent and 24 per cent in 2006.

The council praised Marks & Spencer for offering the most fresh fruit and vegetables in its deals, but criticised it for continuing to promote sweets and chocolates on low check-out shelves, which tempt children and encourage “pester power”.

The council also criticised Morrisons for unhealthy pitches at all its checkouts, which displayed fatty and sugary confectionery, drinks and crisps, with some items at child height.

Lucy Yates, senior policy advocate at the council, who compiled the report, said that the volume of promotions for fatty and sugary foods was staggering.

The survey took place during March in Sheffield because the city offered shoppers a choice of each of the leading companies.

Ms Yates was disappointed by the lack of progress towards promoting healthy eating and is calling for all supermarkets to ensure that 33 per cent of promotions are dedicated to fresh fruit and vegetables.

The British Retail Consortium condemns the survey for failing to recognise that promotions are balanced throughout the year. Fruit and vegetables are promoted all year, though more heavily in spring and summer, when supplies are more plentiful, while “treat” promotions are more common at Easter and Christmas.

Andrew Opie, the consortium’s food director, said: “This one-off March snapshot is misleading. Customers will have seen for themselves the current high-profile supermarket price war centred on fruit and vegetables. Thanks to retailers, customers have more information available to them, including on pack fronts, to help them make healthier eating choices.”

Supermarket sweets

63% of Morrisons promotions were high in sugar and fat. They included McVitie’s HobNobs and Häagen-Dazs ice cream
57% of Waitrose’s special offers involved products such as Doritos, Toblerone and Walkers crisps
56% of Tesco promotions featured Mr Kipling jam tarts, McVitie’s Ginger Nuts, Walkers crisps and other high-fat and sugar products
52% of Asda’s special deals caused concern. Among the cheap items were Cadbury Chocolate Fingers, Walkers crisps and Tango drinks
52% of Sainsbury’s offers involved products such as KitKats, Fox’s chocolate biscuits and Fanta
52% of Somerfield promotional offers were deemed to be unhealthy, including Pringles, Magnum ice-creams and multipacks of McVitie’s Penguins
48% of the goods on special promotion at Marks & Spencer were found to be high in fat and sugar. They included the store’s own-brand flapjacks, family-size ice cream packs and mixed bags of children’s sweets
41% of special offer goods at Coop were high in sugar and fat, such as Kettle Chips, Fox’s Glacier Fruits and McVitie’s Digestives

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