FoodFitness was an initiative launched by the Food and Drink Federation to educate the public, particularly young people, about healthy eating and active lifestyles. It provided schools and consumers with materials on balanced diets, the role of different food groups, and the importance of physical activity alongside good nutrition. As an industry-backed program, it aimed to show manufacturers engaging positively with public health, complementing government healthy-eating campaigns. Initiatives of this kind sit within the wider debate about the food industry’s role in tackling obesity: supporters see them as constructive contributions of expertise and resources, while critics argue that voluntary education cannot substitute for regulation of advertising, reformulation, and the promotion of less healthy products.