FSA launches salt reduction campaign

The Food Standards Agency (FSA) is launching an advertising campaign today (5 October) to encourage consumers to pay more attention to the salt levels in foods.

FSA campaign

The television advert will break today on ITV1 during the commercial break of Emmerdale and focuses on pizza, pasta sauce, sandwiches and ready meals.

Print and radio ads will focus on bread, ketchup, cereal and pasta sauce.

In a survey carried out by the FSA as part of its ongoing salt reduction campaign, it found that more than 75% of people are not aware that bread and breakfast cereals are among the foods that contribute most salt to our daily diet.

The campaign highlights foods such as bread and breakfast cereals and urges consumers to check the labels as salt levels vary across brands.

As part of the campaign, the FSA has also created a free iPhone application and mobile webpage so that consumers can check the salt levels in foods as they shop.

The survey also revealed that 40% of people assume that value food ranges are higher in salt that branded alternatives, when in reality, value ranges often contain the least amount of salt.

Although 85% of people said they buy the same brand, over a quarter said they would change brands if a lower salt version was available.

UK citizens consume on average 8.6g of salt a day, more than the recommended 6g a day, but a gram less than when the FSA launched the campaign in 2004

Last week the FSA put out a tender to create a single corporate identity with the Meat Hygiene Service and is reviewing how it works with the Department of Health’s Change4Life initiative where dual branding is required.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here