It takes a major crisis to get the likes of arch-enemies Coca Cola, Pepsi, Nestle and Cadbury to get in bed together.
At the heart of the issue, quite literally, is the health of the nation.
Food and drink manufacturers are being taken to task - some might argue being scapegoated - for fuelling the ever-expanding waistline of Britain, and in particular its children.
Forget disappearing playing fields, dodgy school dinners, lax physical education programmes and the PlayStation-obsessed generation - it is the products on supermarket shelves and marketing tactics of brands that are to blame.
Tonight, under the banner of the Food and Drink Federation, 24 companies are voicing, through a £4m ad campaign, their take on the right approach to providing nutritional labelling to consumers.
Ofcom has pretty much finished tightening the net on the advertising of products high in fat, sugar and salt (HFSS) to children under the age of 16.
Next up is the labelling debate.
The nutrient profiling system developed by the Food Standards Agency - which the industry argues is to unscientific and simplistic - is being used by Ofcom to decide which products to ban from advertising.
Now the FSA and the industry are launching competing ad campaigns to raise awareness among consumers of the two-methods.
The industry lost out in the advertising restrictions war so in the long run the safe money could well be on the FSA's traffic lights.
Still, marketing and labelling tactics aside whoever took their child into McDonald's (which revamped its on-pack nutritional information last year) not knowing it sold burgers and fries?
