Feb 2008: Consumer awareness

Issues as listed by the Food Standards Agency for consideration: Consumer awareness
activities on saturated fat

• Raising consumer awareness about saturated fat and its impact on health forms a key element of the Saturated Fat and Energy Intake Programme.

• Agency-commissioned consumer research found that knowledge about saturated fat, its impact on health and its presence in foods is limited. Many consumers may be aware that saturated fat is to be avoided but most do not understand why or how to reduce intakes. These findings support the views expressed in response to the Agency's consultation on the draft Saturated Fat and Energy Intake Programme to which many respondents felt that consumer awareness activities around saturated fat were needed.

• The Agency is now exploring routes for the most effective consumer awareness activity. Over the years we have developed a significant knowledge base on raising consumer awareness in relation to food issues through our work on food safety and salt. We also recognise that many of you have valuable experience in engaging consumers on dietary issues and consumers are exposed to information on diet and health from a number of different sources. As such, at this early stage of the development of our consumer awareness initiative, we are keen to hear about your experiences of raising understanding about saturated fat and your views on how we can work together to ensure an effective consistent initiative.

• A meeting at Aviation House, London on 21 February will discuss the Saturated Fat and Energy Intake Programme will include a discussion on consumer awareness activities on saturated fat. Please consider the following issues highlighted for discussion and come prepared to discuss your organisation's/sector's experiences and views on these issues:

Your experiences of raising consumer awareness about saturated fat.

1. Has your organisation/sector carried out any consumer-facing work to raise awareness about saturated fat, its impact on health, its presence in foods and/or designed to advise consumers on choosing foods lower in saturated fat? If so, what was involved and what methods of delivery did you use?

2. Why did you choose this approach?

3. How effective was the approach you chose and how was this measured? Would you be willing to share your evidence with the Agency?

Attachments:

• FSA Sat Fat FINAL REPORT 060208.pdf