New EU studies show that Italians are piling on the pounds as they abandon their traditional Mediterranean Diet in favour of highly processed and fast foods with high sugar and fat content. The EU quotes 35% of the population are now officially obese or overweight.

Rising to the challenge a small town in the north of Italy, Varallo, has come up with a unique solution. The Mayor, Gianluca Buonanno,  has announced a weight loss incentive of E50.00 per person if resident Men can lose 4kg in a month, Women have a small advantage as they will only have to lose 3kg.

If townspeople can keep the weight off then they will receive another E200.00.

The Mayor reckons he is 6 kg (13 pounds) overweight, and will lead by example the other 7,500 residents, many who have already signed up.