M&S and Asda have called out the new proposal for a policy that demands supermarkets trim down overall calories for shoppers or risk fines.

The plans are part of the government’s push to tackle obesity by reducing 100 calories from shopping baskets. The announcement came ahead of the upcoming NHS 10-year health plan, which is set to be released this week.

However, the retail executives warned of higher prices if there are tighter restrictions and criticised the government for not considering businesses prior, according to a report by The Telegraph.

M&S chief executive Stuart Machin told The Telegraph that the new regulations “will likely add cost with no discernible improvement in public health.”

Additionally, the chief executive of Asda Allan Leighton expressed concern, asking ministers to “consider the cumulative regulatory burden and costs supermarkets are already bearing.”

Leighton said: “Engaging us collectively and genuinely to meet the challenge of rising obesity would harness that expertise to deliver tangible and lasting outcomes.”

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Supermarket executives believe that the government should have worked in collaboration with retailers and expressed frustration that the new regulations specifically target supermarkets.

Machin commented: “The easy opt-out is to target supermarkets when almost half the public use takeaways and fast-food weekly. And it is just plain wrong they are ignoring alcohol, which is also calorie dense.”

Additionally, the retail executives were concerned about the short notice supermarkets received from the government regarding the new policy on healthier food.

Leighton added: “We were supposed to have a detailed food strategy that looked at the food system end-to-end – instead, it appears we’ve got rushed engagement on a Friday afternoon to support headlines in the Sunday papers.

“We are supportive of prevention and our role in delivering it. We – the supermarkets – are part of the solution, not the problem.”

However, ministers reassured that the new policies will apply to all businesses in the food industry, including restaurants and fast-food chains, which are still under development.

Meanwhile, other UK retailers including Aldi, Sainsbury’s and Tesco have backed up the government’s new initiative and are ready to execute the new plan in stores.