Andrew Opie of the British Retail Consortium said the news is "really positive" but said "all food businesses" must work together to drive down obesity.

"Engaging all food businesses makes a difference," Opie told the BBC.

"It can't just be about supermarkets- we consume about a quarter of our calories outside the home, so unless we get all supermarkets, food retailers, and restaurants on board, we won't move the dial on obesity."

Opie said that he agreed with the government's flexible approach on the standards, as businesses have "a lot of insights and data" into how we shop for food and what would be best for their customers.

Katharine Jenner, director of the Obesity Health Alliance said: "The government has rightly identified the root cause of obesity-related ill health: a food system that makes healthy eating difficult."

She said it was encouraging to see the government putting the spotlight on businesses "rather than placing the burden on individuals who are already struggling to get by."

Alongside the new partnership, the government said it will also:

It is hoped the new guidance will reduce people's sugar and calorie intake overall.

The government cited research showing that cutting just 50 calories a day would lift 340,000 children and two million adults out of obesity.

If everyone who is overweight reduced their calorie intake by just 216 calories a day, which is equivalent to a single bottle of fizzy drink, obesity would be halved, researchers said.

This is not the first time the government has sought voluntary partnerships with industry. Over the last 20 years there has been numerous food reformulation programmes aimed at reducing salt, sugar and calories in certain foods.

Success has been mixed with a push to reduce sugar in certain foods by 20% between 2015 and 2020 falling well short.

Sarah Woolnough, from The King's Fund think tank, said while welcome, the impact of the scheme may be limited.

“A lot of less healthy food and drink is purchased from local convenience shops and takeaways.

“The stark fact remains that unhealthy food is far cheaper and more readily available and so unless this change is part of a wider, comprehensive strategy it will not be enough.”