The Food Standards Agency today unveiled a new advertising campaign urging consumers to reduce their salt intake and check labels on foods.

The push comes after a new survey by the watchdog found three-quarters of shoppers did not know bread and breakfast cereals are among the daily foods that contribute most salt to their diet.

The survey also found that 40% of consumers think own-label products are higher in salt, although the FSA said this is not necessarily the case.

“Salt intakes are coming down but if we are to get closer to meeting our target of reducing intakes to a maximum of 6g a day for adults, and lower levels for children, people need to become more aware of the foods which contribute the most,” said FSA head of nutrition Rosemary Hignett.

Eating too much salt can lead to high blood pressure, which triples the risk of heart disease and stroke and doubles the chance of dying from these diseases.