Tory Jacob Rees-Mogg has urged shoppers to move Chocolate Oranges to checkout displays to protest against the government's own junk food rules.
The Business Secretary rallied against new regulations - which came in last week - which mean sugary treats cannot be displayed in prominent places.
He told an audience at the Tory Party Conference: "May I encourage people as a passive protest to move the Chocolate Oranges to the checkout counter when they're next in a particular supermarket whose name has appeared in the popular presses.