The issue I have with this is that there is an assumption that been overweight is down to diet all or most of the time, when the biggest cause is metabolism issues and amount of exercise carried out.
When I Was a child I stuffed huge amounts of sweets down my mouth, lots of full fat coke including the super cans (anyone remember those?), cheeseburgers, full fat breakfast cooked in lard etc. Was skinny as a rake, ribs showing etc.
Then when my health problems started my metabolism got affected, and I eat way less fat and sugar foods now, if I do drink coke its now coke zero, and I am obese. My diet is way less calories then it was when I was younger yet I have done a u turn on my body fat content.
The UK has started playing the blame game on various issues, I assume because thats the cheapest thing they can do, but also this no sugar drive has been an opportunity to introduce a new tax to provide revenue to the government.