case study -...

Delivering National Salt Targets

Case Study:

How the UK’s Fish & Chip shops

are

working to reduce consumer salt

without

compromising on taste


Where are we with salt reduction…really?

THEN (2006)

NOW (2014)

9.0g salt/day

8.1g salt/day 0.9g reduction in 8 years!

Maybe we could reach our target of 6g/day in 16 years (2030)

BUT

We’ve signed up to WHO’s target of 5g/day by 2025!


Why is the national strategy NOT delivering at the speed

which it should?

…lets look at the overwhelmed and confused consumer*

*CONSUMER VIEWS SOURCE:

2000 UK adults, One Poll Consumer research; 2013 & repeated 2014


What is the guidance?

Shock statistics, followed by background info…then:

Just 3 tips to reduce salt:

1. Check the label – choose lower salt options

2. Go easy on high salt foods (esp. condiments and sauces)

3. Cook with less salt:

a) use herbs and spices

b) make your own stock

c) use fresh ingredients

SOURCE:

NHS CHOICES info-graphic: “Having too much salt? – Your Survival Guide”


Where is our salt intel coming from?

1. Media

2. Friends

3. Primary Care

…is the information getting across?


What the consumers say:

75% of people do not know that the RDA of salt is 6g/day

1/4 people have no idea how much salt they’re eating

…and our salt concerns are diminishing…


Consumer concerns:

Last Year This Year

FAT

SALT SUGAR

SUGAR SALT

CALORIES

ARTIFICIAL INGREDIENTS & PRESERVATIVES

NONE SUSTAINABILITY

SUSTAINABILITY PROVENANCE

PROVENANCE NONE

(media influence?)


Salt concerns specifically:

21

37

24

18

DAILY OCCASSIONALLY RARELY NEVER

A: Do consumers worry about the salt levels they are consuming?


Salt concerns specifically:

B: Are people actively reducing salt?

YES…36%

NO … 64%

I’m not eating too

much salt

Food will be bland

without it

I like the taste of salt


How the consumer makes food choices:

TASTE HEALTH PRICE CONVENIENCE

And taste is key:


Conclusions:

1. Overwhelming confusion – the consumer is listening to media

and friends before health authorities

2. The consumer is currently not that concerned about salt intake

3. 64% of people are not actively looking to reduce salt use,

worried about loss of taste


Industry has a responsibility to engage to consumer in the

salt debate

…and we see offering an alternative solution to consumers

as a driver for fueling that debate


Why fish & chips?...

1. 382 million portions of fish & chips eaten every year in UK

1. 22% UK people eat fish & chips once a week

1. There are approx. 10,500 fish & chip shops in the UK

2. With fish & chips inevitably comes salt & vinegar…61% people

add salt with to their meal

…consumer reach:


Why fish & chips?...

1. 64% of people like to be offered healthier options in fast food /

takeaway food establishments

1. 67% of people would be open to trying a reduced sodium

option in fish & chips shops

2. And remembering that taste is key…an independent taste test

showed that people did not taste a difference between LoSalt

and salt when added to fish and chips (with or without vinegar)

…there is a demand:


How the campaign works

1. Campaign launched at National Fish & Chip awards 2014

1. Publicized the campaign through key industry publications

2. Created an ambassador kit

a) Free of charge

b) Gives the shop owner everything

necessary to communicate the

initiative to their consumer

…getting industry excited



…in action



…supporting our ambassadors – letting consumers know

where they can find them www.losalt.com/uk/golo

http://www.losalt.com/uk/golo



…supporting our ambassadors – going social



…supporting our ambassadors – trade coverage



…letting the consumers know – media coverage



…letting the consumers know – going on the road; a

promotional tour during August visiting 5 seasdie towns


Its working!

1. More than 40 pieces of national and regional coverage to date,

including Daily Mirror, Daily Express and Radio 2

2. The campaign has reached a potential 38 million people

3. Over 450 ambassadors signed up


Feedback from our ambassadors

The option of LoSalt was well

received on the whole. 80%

of our customers said it was

a good idea to offer an

alternative. We will be

stocking LoSalt.

We would definitely continue

with LoSalt, there are many

who are conscious of the

amount of salt they use and

we must be proactive in

promoting the healthier

alternative.

I would consider stocking

LoSalt, our customers

liked to have the option.


Feedback from our ambassadors

Overall it was received very

well. Older customers

showed more interest than

the younger customers. I

think this is because they

were more conscious of the

health impact of salt.

We have always used LoSalt

as we want to make a

healthier option available if

people want it. We have

previously bought this from

the supermarket where as we

buy the rest of our supplies

from a wholesaler

The LoSalt was received

well. We have customers

reaching for the LoSalt over

normal salt now. We would

like to continue to supply

LoSalt


Next steps – continuing salt debate promotion

1. Get ambassador count up to 1,000

2. Ongoing industry support

3. Continuing to work with Seafish:

a) National Fish and Chip Awards 2015

b) Involvement with their health initiative for the Fish & Chip industry

4. Activity coinciding with NSAW 2015

THANK YOU

Caroline Klinge

Sales and Marketing Manager

LoSalt

[email protected]

mailto:[email protected]



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