The conflict between public health and 'big food': A counterinsurgency?

This commentary characterises as an insurgency those elements of the Food Industry seeking to retain and expand industry profit-making opportunity with scant regard to the effect on public health and wellbeing. Premised on a conflict in which the battlespace encompasses the drivers of (un)healthful behaviour, our view encourages opponents of Food Industry methods to consider an approach based on analogy of successful Counter-Insurgency strategies to a health promotion context.