Obesity is a form of serious malnutrition. The Scientifi c Report of the 2015 Dietary Guidelines Advisory Committee notes that the US population has a shortfall of vital nutrients, such as vitamins A, D, E, and C, folate, calcium, magnesium, fi bre, potassium, and iron. If twothirds of a population had serious undernutrition or anorexia nervosa, there would be a recognised national emergency. Obesity needs much more serious attention than countries and global health organisations are currently prepared to give. The goal of sugar reduction by introducing a sugar tax is a small step in the right direction. Nevertheless, it should not distract us from the need for far deeper and broader measures.