Celebrity chef Jamie Oliver is no stranger to charitable initiatives that fight obesity and his latest partnership with Abokado kicks healthy eating habits into high gear within the UK. The chef and restaurant chain's collaborative initiative proposes a sugar tax in restaurants that serve unhealthy sodas -- the idea is to charge consumers who are making an unhealthy option more money while fighting UK's increasing obesity rates.
While some may view this initiative as extreme, it provides a unique solution for the UK's obesity epidemic. While unhealthy sodas and fast food dishes are often the least expensive items on any menu, this initiative turns the tables and instead offers healthier food and beverage options for less. Recognizing that obesity is often associated with low-cost food options, Jaime Oliver and Abokado boost unhealthy food and beverage prices in an effort to make healthy menu options accessible to the masses.