Hugh takes a group of children to a supermarket to show parents how ingrained their choices are. He challenges big brands to match the supermarket own-brands on dietary advice. He challenges a whole city to lose weight.
Hugh is shocked by how much sugar there is in fruit juices and smoothies. He challenges chain-restaurants and enlists the aid of comedian Ross Noble to boost the Newcastle Can event.
Hugh learns about changes that could be made at GP surgeries that could help reduce obesity related diseases. He takes his campaign to the Conservative Party conference.