Medical experts are calling on the food industry to stop making what they call a "never ending stream of wild and conflicting health claims that do not stand up to scientific scrutiny."

The British Dietetic Association says that January has seen an unprecedented number of celebrity-endorsed diets and foods that are often tied in with a promise of weight loss.

State-registered dietitians are highly critical of the messages that emerge weekly about so called landmark discoveries involving food and health.

They stress these are usually without credible scientific substance, citing claims that say that vitamin supplements boost your IQ or advice to avoid processed foods.

Confused consumer

Diet specialists ask if it is any wonder that the public are sceptical as well as confused.

They insist that food supplements are foods, not drugs and in spite of the pseudo-medical claims made for their usage they come under food law and not the robust medicines act, which would see many supplements banned altogether.

In fact, the key advice on healthy eating has hardly changed for decades.

It is to enjoy a wide variety of foods, including at least five portions of fruit and vegetables a day, modest amounts of fat, salt, sugar and alcohol, regular activity and to keep to a healthy weight.