Rather than endless calls for regulations, bans and taxes - whose efficacy is doubtful but whose effect on personal autonomy would be substantial - it would be far better to recognise that any diet with some modicum of balance will be fine for most people, who will live to a greater age than their parents or grandparents, on average, no matter how much disapproved food they consume. Claims that any particular food is some dietary panacea should be treated with a large, metaphorical pinch of salt, whoever makes them, whether they are an evil mega corporation or the bloke behind the counter at the health-food shop.

Above all, a similarly healthy scepticism should be applied to crusading medics who want to scare us with the idea that Big Food is out to kill us and who encourage politicians to regulate what we eat.