This more liberal approach was a welcome acknowledgement that draconian restrictions aren't necessarily the most effective way of influencing behaviour.
Its director is David Halpern, a former adviser to Tony Blair and co-author of a Cabinet Office paper entitled "Mindspace: Influencing Behaviour Through Public Policy".
All recognize the importance of informal organization in influencing behaviour, but they differ with respect to how much influence it actually has.
There may be a quick buck to be made but the long term commercial risks for a business will often be more effective in influencing behaviour than law or regulation ever can.
More broadly, the wellbeing agenda would suggest reallocating money towards prevention: we know lifestyle factors are crucial, but we only spend a tiny proportion of the health budget on influencing behaviour.
Mr Barber suggests that chefs and food writers will play a huge role in influencing behaviour but the high cost of cheap food will be one of the big drivers for change.
