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Companies producing or selling "irresponsible" fatty, salty or sugary foods face joining tobacco, armaments, alcohol, gambling and firms involved in animal experimentation on socially responsible investment blacklists.
And ethical investment firms say the issue is fast moving up the table of concerns, with many talking of an "obesity epidemic" which could reverse the trend for each generation to live longer.
World health organisation figures show obesity rates have risen three-fold in the UK, the US and eastern Europe since 1980.
This increases the risks of diabetes, heart disease, osteoarthritis, strokes, and some types of cancer. In the UK alone, the annual cost of severe obesity is around £3.7bn, according to parliament's health select committee.
"Whether you look at this from the ethical point of view, or as pure investment, fat issues are very much on the agenda," says Richard Singleton at F&C Investments, which includes the Stewardship Growth ethical fund, the largest in the market at £2bn, and one of the top five performers over the past five years (see table).
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Stewardship Growth is a "screened fund" - it excludes companies with businesses where there are ethical worries. But F&C, which also controls the funds of life insurance and pension giant, Friends Provident, considers obesity across everything it manages.
At Norwich Union's Ethical and Sustainable Future Growth UK fund, manager, Peter Michaelis, says that obesity is a key theme.
"We ask which companies will do badly as a result, and which will see increased growth because of fatness and health concerns," he says.
"On pure investment grounds, food companies and retailers producing high-quality food and healthy lifestyle ranges, will enjoy an increase in demand; those producing poor quality food, with high sugar, salt and fat content, risk losing market share," he adds.
A further factor is the higher profit margins possible on healthy foods which tend to be bought by the better-educated and better-off.
There is a positive investment side to obesity - companies which can help people slim down or sell healthy foods, should enjoy higher sales and better profit margins, as well as pressing the right ethical buttons. F&C, for instance, is positive about fitness clubs, while NU is a fan of Goals Soccer Centres. It provides all-weather facilities for five-a-side football in 21 towns from Aberdeen to Plymouth.
NU also gives anti-obesity points to Marks & Spencer (its Eat Well range and Look Behind the Label campaign), yogurt maker Danone, and to Whole Foods Market, the world's largest retailer of organic and health foods.
But ethical funds fall out over pharmaceuticals making or researching drugs to combat obesity, or its effects.
While NU actively looks for opportunities, F&C cannot buy pharmaceuticals for its "screened" Stewardship funds. "It's the animal testing issue. Stewardship excludes any company involved, so that means virtually the entire drugs industry," says Richard Singleton.
Guardian Unlimited © Guardian Newspapers Limited 2006