The industry consortium, which so far consists of 25 companies from the food and drink, retail, media, advertising, fitness and healthcare sectors, has been spearheaded by the Advertising Association.
Over the next four years, the firms will contribute more than £200m - through channels such as advertising space and airtime - to encourage healthy diets and physical activity in the run-up to the London 2012 Olympics.
A series of high-profile, industry co-ordinated public events, designed to get across the government's messages about the need to exercise regularly and eat a balanced diet, are also being planned.
Baroness Peta Buscombe, chief executive of the Advertising Association, said: "Business is part of the solution to tackling obesity in the UK. By harnessing the immense talents in this country in advertising, marketing and media, we believe we can make a real difference, bringing about real change."
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