A large audience at the Health Select Committee's Inquiry into Obesity, which reconvened last week, heard committee chairman David Hinchliffe ask whether there would be a benefit in making food and drink labelling blunter or more simplified.
"Isn't there an argument that the calorie content is rather meaningless?" asked Hinchliffe.
Senior representatives from the four food and drink manufacturers all agreed that better presentation of nutritional information was key to combating obesity, but argued that the system of on-pack calorie measurement was the most appropriate method.
PepsiCo UK chief executive Martin Glenn and Cadbury-Schweppes managing director Andrew Cosslett insisted that snack and drink firms should not be the only ones pressured to provide better nutritional information.
"Improving information (on nutrition) is fundamental to this issue, but we have to be universal in this," said Glenn.
All four directors said their firms were investing time and money in programmes to encourage children to burn off energy. Kellogg Europe area president Tim Mobsby and McDonald's vice-president Julian Hilton-Johnson revealed both companies are to give away pedometers - devices that measure distance walked - in promotions next year.
Glenn told the committee that PepsiCo UK is looking to import a version of the 'America on the Move' programme, which aims to get adults and children to walk or cycle more.
The committee was also keen to question the executives on their portion-size policies. Hilton-Johnson admitted that McDonald's staff are trained to offer consumers 'supersize' meals, but pointed out that nutritional information is available in its restaurants.
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