Fig 2 Net costs (negative is saving) versus reduction in inequality of coronary heart disease mortality (positive is reduction). Net costs are from pessimistic scenario (table 7), where industry reformulation costs are substantial. Reduction in absolute inequalities is change in slope index with and without each policy option. Total ban separates from other policy options along both cost effectiveness and inequality reduction axes. In fig B in the appendix, the optimistic scenario is presented, which excludes reformulation costs to industry