...cheap (...) is what the public want, however much they might say the opposite in opinion polls.

i.e. Don't tell me what you want. I know what you want.

The problem with the 'choice of cheap' is that the reduced cost options are also often reduced quality options and there are downstream consequences - all foods are not equal.

I think it is fair to say, that people understand the difference between Tesco's 'Everyday Value' range and their 'Finest' range. Aside from fancier packaging, there is an expectation/understanding that the latter is higher quality and better taste, but there is also a difference in nutritional value.

And if you have people consuming food of a poorer nutritional value, it is fair to expect there may be associated health problems down the line, with the health service and the taxpayer picking up the tab.

It would be like a car salesman offering the choice of two cars and one is considerably cheaper but doesn't have breaks. You can guarantee some will choose the cheaper option but the negative consequences could be profound. Simply offering 'choice' is irresponsible.