David Cameron has ruled out the prospect of introducing a tax on sugar, dashing efforts by health campaigners who said it would help prevent an "obesity crisis".
Downing Street confirmed on Thursday morning that the Prime Minister had no plans to introduce a levy on fizzy drinks and sweet food and said he believed there were "more effective ways of tackling" obesity.
His decision comes despite a government report saying a levy would help combat the rising problem of obesity in the UK by curbing demand for sugary food and drink.
It is a blow for celebrity chef Jamie Oliver, who told Mr Cameron to "be brave" earlier this week and show big business "who is boss" by introducing a tax on sugary drinks.
Boris Johnson said he was "seroiusly considering" introducing a levy on sugary products for London, while former health minister and GP Dan Poulter told The Independent that the case was "increasingly compelling".
However a spokesman for Mr Cameron said on Thursday: "The Prime Minister thinks there are more effective ways of tackling this issue than putting a tax on sugar."
Number 10 also revealed that a government strategy into childhood obesity, which was due to be published in December, will not be released until early next year.
