Too many American kids are overweight. That’s about the only point of agreement in a bitter food fight that’s broken out in Washington, pitting the full might of the food industry against four federal agencies and public health advocates.

The agencies have come up with a plan calling for companies to voluntarily cease all marketing efforts directed at children for “unhealthy” food and drinks, with the goal of reducing childhood obesity. It’s not just candy and soda in the cross hairs. Products like whole wheat bread, 2% milk and pasta — 88 of the top 100 foods Americans most often eat, according to one analysis — wouldn’t be considered healthy under plan guidelines.