New phase of Agency’s salt campaign

Tuesday 6 October 2009

The Agency has launched a new phase of its salt campaign, urging consumers to check the salt content of everyday foods and choose the option lower in salt. Since the first phase of the campaign in 2004, the Agency has been working to reduce the average salt intake of UK adults to no more than 6g a day.

The new campaign activity includes ads on TV and radio, in the press, on posters and buses, and online. The advertising urges people to find out if their food is ‘full of it’ by checking the label. By comparing the salt content of similar foods and choosing the ones lower in salt, consumers can reduce their salt intake.

The press, poster and online advertising feature a handful of ‘surprising places’ where salt can be found – bread, breakfast cereals, pasta sauces, ketchup and soup. The salt content of these everyday products can vary considerably, which is why the ads urge consumers to check the label and choose the ones lower in salt.

The TV ads, which feature comedian, writer and TV presenter Jenny Éclair (pictured), air for the first time on 5 October 2009 and run for four weeks.

See the salt campaign TV ads