Food Standards Agency Saturated Fat campaign
This consumer awareness campaign on saturated fat was launched in February 2009 in the UK. The aim was to raise awareness of the health implications of a high saturated fat intake and to encourage reduction amongst consumers by giving them simple and actionable solutions.
The campaign targeted women aged 25–60 in socio-demographic groups C1C2D, covering two life stages: 'mums' and 'empty nesters'. It aims were to:
- Engage people by presenting the facts in a compelling way
- Provide messages that enable consumers to choose lower saturated fat options when it comes to shopping, cooking or eating out
- Let consumers know about the relationship between saturated fat and heart health
- Give consumers simple and actionable solutions (tips)
The key messages will reflect that:
- Eating too much saturated fat over time can lead to a build up of fatty deposits in the arteries that supply the heart. This can put you at greater risk of heart disease and heart attacks .
- There are lots of positive steps consumers can take to reduce their saturated fat intake and these will include tips on shopping, preparation and cooking
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10/02/2009Tagged with
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