How Wales' most obese area is declaring war on junk food

From his fruit shop in Blaenau Gwent, greengrocer Stuart Lewis watches children walk past every morning, buying fast food on their way to school.

Blaenau Gwent is the birthplace of the NHS and its founder Aneurin Bevan, but 67% of adults in the area are now overweight, leaving locals with a new health battle.

Blaenau Gwent council is looking at how it can support healthier lives in Wales' most obese area, with a ban on junk food advertising proposed.

Many businesses have also declared war on unhealthy eating, with fruit and veg, vegan and sourdough offerings all aimed at taking on the fast food heavyweights.

"We see kids walking past every morning going to school and they're going into Greggs - education starts at home with eating habits," said Stuart.

"People like convenience, ready-made meals and they'll buy a pizza which is on offer and not think 'oh we could do that from scratch'."

The greengrocers has been a feature on Ebbw Vale's high street for 30 years, but the 51-year-old admits getting people to buy fruit and veg is hard.

He is seeing change, though, and by working with Blaenau Gwent Food Partnership, Stuart gives £10 vouchers to help residents get fresh fruit.

Stuart said the vouchers "went off like a storm".

"It was introduced to people on how to cook, as well as supporting younger families," he said.

"People are buying stuff that they've never tried in their life, and keep coming back."

But Stuart fears some won't be able to afford to return when the scheme ends later this month.

Paediatrician Dr Dana Beasley believes a junk food advertising ban is a vital measure - saying obesity leads to an increased risk of diabetes, cancer, plus poorer educational outcomes.

"This is an issue that further entrenches health inequalities with the most deprived children far more likely to be impacted than their richer peers," she added.

Data from the Welsh Index of Multiple Deprivation found Blaenau Gwent was the Welsh local authority with the highest concentration of deprived neighbourhoods.

"There is an awful lot of obesity about," said Gail Allen, 54, who has run a children's clothing store in Tredegar for 16 years.

She believes lifestyles have changed over the last few decades, adding that children don't exercise as much and "it's all junk food now".

The National Survey for Wales published in May 2025 found that 33% of adults in the area were classed as obese.

Second highest was Fflint Wrecsam with 30%.

In Tredegar is Aneurin Bevan's former office, from where his Medical Aid Society became a template for health services across the UK.

But how seriously do locals and businesses now take their health?

Jamie Watkins, 50, is a "massive advocate" for clean and healthy eating, and hopes more education in schools and at home could teach children the fundamentals.

He helped open Dough four months ago to bring fresh food to the area, and said: "Sugar is a killer and unfortunately we live in this fast food era.

"We wanted to promote good healthy eating [and] cooking."

The pizzas and baguettes on offer are all sourdough-based, made fresh at the shop, with produce from local farmers.

Jamie believes people have become "lazy" in their eating habits, adding: "That's an epidemic we're facing and it's not just within Blaenau Gwent."

However, Chloe Williams, from Tredegar, doesn't believe it's that simple - saying takeaways are an easier option for those working long hours.

"It's a lot cheaper to get unhealthy food then having free time to cook and make your own food," she said.

Chloe is unsure if simply banning junk food advertising will solve the problem, blaming "poverty and lack of accessible healthy options" in the area.

Savas Ucucu, 38, has worked at Family Kebab House in Ebbw Vale for 13 years - and has seen a change in the types of customers coming in.

He is serving more families and less people coming in drunk after a night out, as "people can't afford it".

As there aren't many restaurants in the area, he believes this is part of the reason some choose to have fast food instead.

Nitu Sharma and Jaspreet Singh get many leaflets for takeaways through their letterbox.

They opened Boom - a vegetarian and vegan cafe - a year ago, to provide a healthy "home style food" option.

Nitu believes there has been effort from the council to promote healthier lifestyles, adding: "We just need to go that one step further."

Along with neighbouring Torfaen, Blaenau Gwent is the first Marmot council in Wales - this means it is committed to reducing health inequalities by addressing social determinants such as education, employment and housing.

In March, councillor Sonia Behr proposed restricting advertising of ultra-processed and high fat, salt, and sugar foods on council-owned advertising assets.

Following this, the local authority unanimously passed a motion to look at ways of tackling obesity and supporting healthier lives.

A spokesperson said it also encouraged physical activity through accessible play facilities and had "several" community pantries and shops that offered "healthy, low cost or free choices for families".

They added: "All this, we hope, will make healthy options as attractive, affordable, quick and as convenient as a ready meal or takeaway."

The British Medical Association's Dr Phil White said: "By improving the health of the nation, we are able to prevent disease and create a sustainable future for the NHS, improving services overall."

A Welsh Liberal Democrat spokesperson welcomed the council's proposal but said it "only scratches the surface", while the Welsh Conservatives said "a stronger local economy" would help people have a better choice over the food they buy.

A Welsh Labour spokesperson said it would address health inequalities through investing in active travel, making free school breakfasts and lunches healthier, and limiting the advertisement of unhealthy food and drinks.

The Wales Green Party said it would "treat obesity as a public health challenge, not a personal failing", while a Reform UK spokesperson said: "It's important we support people to make healthy choices through information, while also not babying people."

Plaid Cymru said there was "stubbornly high" obesity and diet-related illness rate in Wales and a "strategic oversight of public health" was needed.