Depictions of portion sizes in adverts and in packaging are misleading.
Many of us were raised on canned and packet foods with pictures of large quantities of food on the front with "serving suggestion" printed on the picture somewhere.
A huge packet of something calorific with "only 100 calories per serving" with the small print on the back stating that the packet contains 250 grams and a single serving is 40 grams. Or 25.
Too many packets show a serving size, whose multiples don't then fit the packet.
Serving size 35 grams in a packet containing 160 grams for example.
If packets contained exact multiples of the advised serving size and clearly stated "This packet contains 4 servings", in large print, on the front, there might be a little more idea about what constitutes a 'proper' portion.
Once upon a time two Shredded Wheat was the limit.
Even Ian Botham didn't eat three Shredded Wheat!
Now, we're shown a stack of the things, rising out of the bowl like a skyscraper, lashed with thick yoghurt or sweet compôte.
We have become used to seeing obese as normal, large portions of food as normal and we are being encouraged to eat more, on the grounds that certain foods are healthy.
NOT IN THOSE AMOUNTS, THEY'RE NOT!!
Even single servings have increased.
Walkers 'Grab Bags' are almost double the size of a regular packet of crisps.
What the hell are Duo chocolate bars all about?
Double the amount of Mars, Snickers or Double Decker.
Ready to eat snacks are everywhere and adverts are forever encouraging us to "go on, spoil yourself. You deserve it."
The fat and sugar generate cravings which we are then encouraged to give in to.
Much of what's on the shelves is effectively edible crack.