Food Standard Agency promotes healthy eating in The Sun

The Food Standards Agency is partnering with The Sun to produce an editorial series looking at the dangers of eating too much saturated fat.

The Sun

‘The 21 Day Sat Fat Challenge’ will launch in the newspaper on Saturday (16 January). It will follow a chosen ‘Sun Family’ as they take on little challenges every day, to help cut down their saturated fat intake. Advertorials will run in the paper four days a week, which will also be linked to editorial coverage in Live It on Thursdays. The activity will run for three weeks.

It will aim to show readers that little changes made to their eating habits have a much bigger long term affect on the body’s saturated fat levels and can make a positive difference to their health.

Terrence Collis, director of communications at the FSA, says: “The 21 day challenge linked to our saturated fat campaign will greatly help to amplify its effectiveness and get important health messages out to a mass audience.”

The Sun will also display in-paper ads with top tips and info, also encouraging readers to go online and participate. The online activity will feature a microsite, articles, recipes and video diaries from the family.

Last month, the FSA launched a consultation, aiming to reduce saturated fat in food products. If passed, its recommendations will force brands to promote the supply and sale of reduced fat food and drink products.

A study by Leeds University researchers, just published in the Journal of Epidemiology and Community Health, found only 1% of primary schoolchildren’s packed lunches meet the nutritional standards set for school meals in England, despite the government’s Change4Life drive to make lunchboxes healthier.

This deal was arranged between News International and MediaCom.

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