Text messaging has emerged as the latest weapon in the fight against obesity, with Orange among several mobile phone brands in talks to sign up to the anti-obesity Business4Life coalition.
The Advertising Association, which co-ordinates the coalition of companies working with the government's Change4Life campaign, is holding discussions with Orange and mobile operator trade bodies, with a view to signing the industry's major players as partners.
The nature of the operators' involvement is still being considered, although it is thought it will involve the communication of healthy-eating messages and content to young people via SMS.
Business4Life has already secured more than pounds 200m-worth of support from its members, who include Kellogg, PepsiCo and Tesco. The most recent recruit to the coalition was Danone Baby.
Last month, ITV, one of the group's media partners, began broadcasting a Saturday night show, called The Feelgood Factor, which encourages healthy lifestyles among families.
In a separate development, Dr Will Cavendish, director of health and wellbeing at the Department of Health, has been forced to defend the government's decision to use brands to assist Change4Life. After facing criticism at last week's Westminster Food & …