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 Cancer140 Cardiovascular disease * 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 –Cancer140 –Cardiovascular disease *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% ( ) 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’s Waitrose Co-op Virgin Trains Marks and Spencer New Covent Garden Food Co. McCain Avondale Britannia Brands Budgens Boots

Signpost Labelling Independent evaluation draft being considered Consultation expected launched on 5 th 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 2 nd two Calorie labelling in caterers – 18 1 st adopters

Healthy Weight Healthy Lives 2 regional Project: Reformulation project Take – Away project

Contact Rob Howard Regional Coordinator - East Midlands and Yorks & Humberside Food Standards Agency GOEM The Belgrave Centre Talbot St Nottingham NG1 5GG Tel: Mobile: