Exercise is never going to be an effective way of slimming, unless you have the training schedule of an Olympic athlete.
"It's simple maths," says Professor Paul Gately, of the Carnegie Weight Management institution in Leeds. "If you want to lose a pound of body fat, then that requires you to run from Leeds to Nottingham, but if you want to do it through diet, you just have to skip a meal for seven days." Both Jebb and Gately are keen to stress that there is plenty of evidence that exercise can add value to a diet: "It certainly does maximise the amount you lose as fat rather than tissue," Jebb points out. But Gately sums it up: "Most people, offered the choice, are going to go for the diet, because it's easier to achieve.