Seafood bodies and suppliers have come together to drive home to retailers the potential of Omega-3 to boost sales.
A UK-wide campaign to promote the heart health benefits of oil-rich fish such as herring, mackerel, trout and salmon has been launched by the Omega-3 Group.
Information about the health message, logo and PR launch has been sent to buyers at the multiples, who it is hoped will now develop their own individual initiatives.
International Fish Canners is already using a version of the logo on its products.
The campaign includes a radio promotion by athlete and British Heart Foundation ambassador Roger Black.
The activity follows the recent approval by the Joint Health Claims Initiative of a new health claim for Omega-3.
Companies can now state on products and promotional material that meet certain criteria that ‘eating 3g weekly, or 0.45g daily, of long-chain Omega-3 polyunsaturated fatty acids, as part of a healthy lifestyle, helps maintain heart health’. This is the first time that such an authoritative endorsement of oil-rich fish has been issued in the UK.
Seafish is taking the message on the road by sponsoring National BBQ Week next week, with a bus visiting the major supermarkets. A web site,, went live this week.
Meanwhile, Scottish Quality Salmon has invited retailers and suppliers to promote the health benefits of salmon, with 50% EU match-funding on offer.
Kit Davies