There is an epidemic of obesity in the western world today. The reasons that so many individuals are becoming overweight are complex and multifaceted. Many of the world’s best medical minds are currently grappling with this problem. However, we can be certain that CEOs within the fast food industry are not. We would not expect KFC, McDonalds and Pizza Hut to draft a joint strategy document on how to bring an end to obesity within the next 15 years.