Just over a year ago President Bidya Bhandari of Nepal launched a new group, Baliyo (strong or mighty) Nepal, created to tackle the persistent malnutrition in the country that stubbornly refuses to be beaten.

Almost immediately a backlash hit. Local media reported that the group was a creation of the Chaudhary Group, one of whose companies makes Wai Wai instant noodles, a type of junk food that can be found in virtually every village of the country. One paper quoted a Chaudhary official saying that Baliyo Nepal would ‘improve’ Wai Wai to feed it to malnourished kids.