JAMIE Oliver has praised the University of Brighton for becoming the first in the country to join his campaign to cut sugar consumption.

The star chef sent staff and students a message of support as the university joins with Brighton and Hove City Council in its Sugar Smart City campaign.

The institution intends to introduce a range of awareness schemes over the next year, including a 10p levy on the price of sugary drinks.

Money raised will be used to fund food education schemes for the university’s students, with cooking lessons, education and nutrition information events.

Jamie said: “It's brilliant to hear you are introducing a levy on sugary drinks to help raise awareness about the long-term damage too much sugar can have on our health, and empowering us all to reduce it in our diets.

“It's not about banning sugar altogether – a piece of cake for a special treat is totally fine, but we need to understand that by reducing the way we eat and drink sugar, we can have a huge impact on improving our health.

"Paired with regular exercise and a healthy, balanced diet, we can all lead a healthier, happier life.”

In March the Chancellor George Osborne announced a tax to be introduced in 2018.

University vice chancellor Debra Humphris (crct) said: “We are delighted to be working with Jamie on this very important and worthwhile campaign.

“Obesity, diabetes and dental problems are causing untold misery and are costing the NHS enormous amounts of money.”

The university’s 10p sugary drinks levy will be introduced on all of its campuses from August 1.

Posters will be seen on university buildings from the beginning of next month and there will be announcements throughout the year about campaigns.

The university’s Students’ Union is backing the campaign.

President Hayley Wood said: “As a union we are committed to promoting behaviours that support good mental and physical health in students and wider society.

“The fact that this initiative goes beyond awareness raising to include meaningful activities and skill development opportunities that support a healthy lifestyle is great news for our membership.”

In October last year Brighton and Hove became the first UK city to tackle sugar consumption.