A MAJOR new campaign has been launched in the region to tackle growing obesity levels.

Public Health England (PHE) is spearheading the initiative, with backing from several major retailers.

The One You venture gets underway as latest figures reveal that 64 per cent of adults in Yorkshire and the Humber are overweight or obese.

Nationally, people on average consume 200 to 300 more calories a day than they need to.

And about a quarter of that intake comes from eating out.

One You aims to help people make healthier choices when they are out and about.

Organisers are promoting a 400-600-600 message – around 400 calories for breakfast, 600 for lunch and 600 for dinner, plus a couple of healthier snacks and drinks in-between.

Companies including Greggs, McDonald’s, Starbucks and Subway are giving their support by providing options enabling people to find meals within the calorie range.

Diners will be guided to the meals – all containing below the maximum recommended level of sugar, saturated fat, salt and calories – by advertising, in-store promotions and social media.

Frances Cunning, deputy director for health and wellbeing with PHE Yorkshire and the Humber, said: “It’s clear that excess calories are driving weight gain for many.

“Busy lives and too much food mean we’re often eating more than we realise – especially when we’re grabbing food out and about. This can have a significant impact on our waistlines and our health.

“The 400-600-600 tip can help people make healthier choices when eating and drinking on the go.

“It’s encouraging to see major high street companies promoting lower calorie options and we hope more will follow suit.”

The recommended daily calorie intake is 2,000 for women and 2,500 for men.

PHE says excess calorie consumption is contributing not only to the rise in obesity but also causing a range of health issues including heart disease, Type 2 diabetes and some cancers.

There is also a price for the health service.Treating obesity is costing the NHS around £6bn a year.

Roger Whiteside, for Greggs, said the company was delighted to back the campaign.

“We are proud to be working in partnership with Public Health England,” he added.

“We know that choice is very important to our customers and while our traditional favourites are much loved, we are also able to offer a variety of healthier options.”

McDonald’s. Subway and Starbucks all said they had long been committed to helping customers make healthier choices and welcomed involvement in the venture.