Regional Presence Unit

Rob Howard

Food Standards Agency

AGENCY STRATEGIC PRIORITIES

• Eating for Health – Making it easier for consumers to choose a healthy diet

• Choice – enabling consumers to make informed choices

• Food safety – reducing foodborne illness and contamination

The obesity time bomb

‘there are indications that the trend in obesity prevalence may have begun to flatten out over the last two to three years’ (NHS Information Centre).

How many people will die TODAY because of something they ate ?

• Food additives 0 *• Pesticide residues, hormones, GM 0 *• Food allergies <1• Choking on food 0-1• Food poisoning 1-2• Cancer 140• Cardiovascular disease 190

330

*But major concern issue for 30-40% consumers

The Food and Health Case• How many people will die TODAY because of

something they ate ?– Food additives 0 *– Pesticide residues, hormones, GM 0 *– Food allergies <1– Choking on food 0-1– Food poisoning 1-2– Cancer 140– Cardiovascular disease 190

330

*But major concern issue for 30-40% consumers

What can we do?

• increase people’s understanding about what they should be eating

• motivate people to make behaviour changes• work with caterers and the manufacturing

industry to provide people with the opportunity to make the healthy choice

• make healthier choices available and easier to choose

Nutrition Strategy

• Key targets– Reducing average salt intake from 9.5g

to 6g per day– Saturated Fat and Energy Intake

Programme– Developing and promoting a simple

labelling system highlighting salt, fat & sugar content

Reducing Salt Intake• Currently greatest food concern

for UK consumers• Target 6g daily intake –

would save 20,000 lives• Average salt consumption has dropped from 9.5g to

8.6g – saving 3,500 lives annually• Industry is reformulating product – evidenced by

self reporting, LA/other surveys• UK salt sales fell 11% (2003-05)

• 43% consumers now check labels for salt levels• Next steps – new targets during May 09; new

campaign early Oct 09

Signpost Labelling

Labelling :UK companies that follow the Agency’s recommendations

Sainsbury’sWaitrose

Co-op

Virgin Trains

Marks and Spencer

New Covent Garden Food Co.

McCain

Avondale

Britannia BrandsBudgens

Boots

Signpost Labelling

•Independent evaluation draft being considered

•Consultation expected launched on 5th June (purdah)

Objectives:

• Reduce the average intake of saturated fat (from age 5 years) from the level of 13.3% to 11% of food energy by 2010

• Develop and implement a strategy for calorie intakes, which contributes to achieving energy balance

• mainstream product reformulation• greater availability of healthy options• smaller portion sizes• consumer awareness

Campaign Features• TV advert• Wider Media campaign• Practical tips on reducing intake –

including checking labels• Recipes• Resources – booklet, quiz, posters• eatwell website• Partnerships with NGOs, health

professionals, local authorities and industry

Top Tips

Next steps…• Review – early indication good• Wider healthy eating messages• Work with NGOs• Work with industry: recommendations for 3

groups (biscuits, cakes pastries/ chocolate & confectionary / soft drinks)

• Promoting smaller portion sizes for 2nd two• Calorie labelling in caterers – 18 1st adopters

Healthy Weight Healthy Lives

2 regional Project:• Reformulation project• Take – Away project

ContactRob HowardRegional Coordinator - East Midlands and Yorks & HumbersideFood Standards AgencyGOEMThe Belgrave CentreTalbot StNottinghamNG1 5GG

Tel: 0115 9714756Mobile: 07769 642548email: rob.howard@foodstandards.gsi.gov.uk