New series. Hugh Fearnley-Whittingstall is on a mission to challenge food producers, restaurants and government to confront the obesity crisis. In the first episode, Hugh challenges the big brands over their lack of transparency when it comes to their cereal labels, and kicks off his ambitious project to see how much weight the people of Newcastle can lose in a year. Hugh also meets local bus driver Jonny, who wants to lose weight but is addicted to snacking, which encourages Hugh to look at the increasing number of retailers who tempt customers to buy sweet treats on the go.