SUGAR is increasingly being blamed as one of the key culprits in our obesity epidemic, but it’s not just the frosty coating on a doughnut, or the number of teaspoons of the white stuff you add to your cups of tea that’s the problem (after all, the occasional treat is allowed!).

Sugar is being described as the “new tobacco” for children and the food industry is being urged to slash the amount of sugar it adds to processed food.

Hovis and Mr Kipling owner Premier Foods will launch a major television advertising push this week after admitting its marketing efforts had failed to keep pace with competitors.

London’s leading index rose for a third day running, but gains were modest as a downgrade of UK banks by a top ratings agency overshadowed a better than expected jobs report in the US.

Foods giant RHM unveiled £5m (€7.2m) of extra marketing today as it prepared to launch new products in its Hovis, Bisto and Sharwood’s ranges.