Industry association Dairy UK will host the conference in 1 May, with the aim of addressing the "unprecedented challenges and opportunities facing cheese makers and dairy companies". Cheese has been tipped by both industry and the European Commision as one of the most promising added value dairy categories. Jim Begg, Dairy UK director general, went further: "Cheese is underpinning the growth in global dairy demand. It is the perfect fast food - natural and nutritious." He said the market was fast-moving, with new types of cheese and packaging for cheese "constantly being developed". The UK summit will focus on this innovation, and particularly on functional food. But it will also explore emerging markets for the UK cheese sector, and notably those in the Far East, which are already showing signs of a lucrative future for European dairy firms. Closer to home, summit organisers plan to discuss the legislative challenges faced by cheese makers in the UK too. Many in the industry were incensed after new guidelines on advertising food to children appeared to ban cheese ads, lumping them together with various junk foods and sugary drinks. Then there is the Food Standards Agency's traffic light labelling system, which the industry has been loathe to accept, favouring instead using Guideline Daily Amounts on packs. Both of these factors could impact on the potential of the cheese market bearing in mind consumer health trends. Dairy UK's Begg said the one-day cheese summit would address the nutritional contribution of cheese to a healthy diet. "Our hope is that the legislators in the invited audience will listen to the strength of the case for cheese."