FSA launches campaign against foods with 'killer fats'

by Sarah Johnson, marketingmagazine.co.uk 05-Feb-09, 10:40

LONDON - The Food Standards Agency is launching a campaign to encourage people to cut down on 'killer' fats and reduce their risk of heart disease.

The campaign will run across TV and be backed by posters, leaflets, recipe cards and shopping guides.

Products highlighted as ones to avoid include sausages, hard cheese, butter and cakes. The creative will show healthy alternatives arranged in a heart shape. One image shows a meal of salmon, peas and broccoli arranged into a heart.

Last year the government announced a series of initiatives to crack down on the amount of saturated fats being consumed. It has been looking at ways to raise awareness of the dangers associated with a diet high in fat.

Food manufacturers are also being encouraged to cut fat content and label products more clearly.