The campaign will aim to encourage consumers to reduce their salt intake by checking food labels and eating no more than 6g of salt a day. It will be supported by television, women’s weekly press, poster and television advertising.
Research conducted by the FSA released today found that 46% of people are trying to cut down on salt - an increase of 12% since September 2004.
However, it also found that 63% of adults do not know how much food they should be eating, and only 34% checked food labels for salt content.
The campaign has received the backing of food retailers and manufacturers. The FSA said that Heinz has been encouraging consumers to check the salt content of its products with a Check out my salt level!’, flash on the front of its tins.
Tesco will be showing the FSA’s advertising on its in-store TV, Sainsbury will be distributing salt-o-meters and salt leaflets to its food advisors, while Asda will be using FSA messages on its shelf barkers.