A campaign against childhood obesity will be announced today by Alan Johnson, the Health Secretary, bringing together retailers and food producers in a rare show of unity.

Leading retailers, including two of the “big four” supermarkets, will be among the companies leading the initiative. As part of the Change4Life campaign, which also includes health groups and charities, companies will pledge to support healthy activities, such as cycling, swimming and dancing.

The initiatives are to begin in the new year. Notably, Andy Bond, the chief executive of Asda, has agreed to go the extra mile – or rather, the best part of 1,000 miles – and will cycle from Land’s End to John o’ Groats. He will visit Asda stores and depots along the route and hopes to raise £1 million.

The supermarket group intends to set up a charity to ensure that the effort is not a one-off. Asda is to help children to gain access to sports facilities during the summer holidays.

Paul Kelly, the director of corporate affairs for Asda, said: “We fully support what the Government is trying to do to provide a joined-up approach to building a healthier Britain and getting people that little bit more active, that little bit fitter.

“One company on its own cannot do it. An umbrella brand, if you like, will be a great help.

“It is a recognition that obesity is a societal problem. It is not a problem [only] for manufacturers or retailers – it’s everybody’s problem.” Thus Asda is not alone in its efforts: one supermarket is to run promotions on fruit and vegetables, and another company will fund breakfast clubs in deprived areas.

Nearly one in six children in England is thought to be obese or overweight. Obesity reduces life expectancy by an average of nine years. Moreover, the role of supermarkets and food manufacturers in tackling the problem has come under increased scrutiny in recent years.

Jamie Oliver’s school dinners campaign in 2005 forced the issue into the limelight and led to junk foods being removed from many schools. Last year Ofcom, the communications regulator, introduced regulations on advertisements on junk food and sweets aimed at children.

Mr Johnson said: “It’s the curse of modern life – we eat too much and don’t take enough exercise to burn off the calories. That’s why so many people are overweight. If this trend continues, by 2050 nine out of ten adults and two thirds of all children will be overweight or obese. That’s why we are taking action now. Change4Life is the beginning of the biggest-ever grassroots movement to support families to eat better, live better and be more active.” A cause, indeed, that will need the support of food retailers and producers alike.

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