The Northland DHB says lollies, chippies and high sugar products should have to come in plain packs like cigarettes.
Its one measure in a health policy it helps will influence the region and the country, cutting rates of obesity and tooth decay.
But a Kiwi-owned lolly company says treating lollies like cigarettes is ridiculous and impractical.
Brent Baillie - the general manager of Rainbow Confectionery which invented the Pineapple Chunk - told reporter Rowan Quinn its not fair to tar lollies with the same brush as cigarettes.
