This work was carried out by the Food Systems Transformation Group at the University of Oxford’s Environmental Change Institute and the University of York. This report has been produced by University of Oxford under a contract placed by the Food Standards Agency (the Agency). The views expressed herein are not necessarily those of the Agency. University of Oxford warrants that all reasonable skill and care has been used in preparing this report. Notwithstanding this warranty, University of Oxford shall not be under any liability for loss of profit, business, revenues or any special indirect or consequential damage of any nature whatsoever or loss of anticipated saving or for any increased costs sustained by the client or his or her servants or agents arising in any way whether directly or indirectly as a result of reliance on this report or of any error or defect in this report. We gratefully acknowledge expert advice and review by Dr John Ingram, University of Oxford; Dr Monika Zurek, University of Oxford; and Dr Philip Garnett, University of York.