Health bosses pay thousands for slimming advice that's free on NHS

Private firms are set to make record profits as the NHS tackles London's obesity crisis.

A weight-loss company is setting its sights on primary care trusts across the capital after winning a contract with London's "fattest borough".

Sureslim, which promises patients they can lose about 4.5kg (10lb) a month, has nearly doubled its turnover in a year. The value of its approach is questioned by some academics and campaigners and its product has not been put under trial in Britain.

The Department of Health is encouraging primary care trusts to seek help from private firms through its £372million Change 4 Life strategy to fight obesity. One in five adults in London is classed as clinically obese - or so fat that their health is in danger.

Barking and Dagenham primary care trust has paid more than £53,000 so far for 180 people to be put through Sureslim's six months bespoke meal plan. The firm claims some people lose 2kg a week. The money, paid over the six-month pilot scheme which began in January, is equivalent to the salary of two NHS dieticians.

The PCT says Sureslim offered better value than stomach-stapling and gastric band surgery, which can cost up to £10,000 a time. Daryl Taylor, chief executive of Sureslim UK, said: "We offer a tailor-made solution. What makes us special is the support that goes with it.

"We are looking at targeting other London boroughs from October when we have concrete results from Barking and Dagenham."

But Dr Kevin Whelan, nutritional sciences lecturer at King's College London, said: "The advice they seem to be giving sounds like nothing more than good standard dietary advice to eat low glycemic index foods and more fruit and vegetables. It's the same advice any NHS dietician would give you."

Professor Wendy Savage, co-chairwoman of Keep Our NHS Public, added: "We are concerned the service could be inferior to that offered over the long term in NHS hospitals. We need more dieticians, long-term changes in what we eat, and to tackle unhealthy food advertising instead."

Sureslim admits it had not carried out UK trials before approaching Barking and Dagenham. It is relying on Australian data from 2004, which apparently show impressive results. The New Lifestyle Company, which runs the brand, nearly doubled its turnover from £636,000 in 2007 to £1.26million last year. Profits leapt from £18,500 to £147,500 in that period.

NHS figures reveal almost a quarter of Barking and Dagenham's population is obese, the worst rate in London. It is followed by Havering, Brent and Bexley. Tower Hamlets has the lowest rate.

Dr Justin Varney, assistant director of health improvement at Barking and Dagenham PCT, said: "We try to give a range of options, from dance classes to Sureslim. So far it looks like a success but we are reviewing all of our contracts in relation to obesity."

The Department of Health said other PCTs could follow the borough if the Sureslim pilot proved successful.