The campaign, which goes live this week, features television advertising focused on pizza and sandwiches, and radio and print advertising on bread. It urges consumers to pay closer attention to the salt levels of foods they buy and to choose foods that are lower in salt.
The thrust of the campaign is based on survey results that reveal 77% of consumers are unaware that bread and breakfast cereals are among the top salt-contributing foods in people’s diet, according the FSA.
“We’re not suggesting people stop eating or even cut down on bread or breakfast cereals, as they are an important part of a healthy diet. But we are saying take a look at the labels to find one that is lower in salt,” commented Rosemary Hignett, head of nutrition at the FSA.
The FSA also commented that “supermarket own-label versions of some foods, including bread, are often lower in salt than the branded versions”.
The Food and Drink Federation (FDF) has voiced its support for food manufacturers who have reformulated recipes to lower salt.
“Our members are totally committed to helping consumers eat more healthily – and reformulation is just one of the ways in which we will continue to make a real difference,” said director of communications Julian Hunt.
To read the full story and the industry’s reaction to this campaign, read the next issue of British Baker, out 9 October.