Improving communication and messages
In 2008 an IGD working group on saturated fat, part of our work with the Industry Nutrition Strategy Group, looked at how communication to consumers about saturated fat could be improved. We aimed to assess whether consumers were aware of information, messages or claims about saturated fat that are in current use, and whether they understand them.
Raising awareness and understanding of saturated fat means that consumers are better able to make informed choices about the foods they eat.
The INSG saturated fat working group investigated three areas:
- Consumer awareness, understanding and attitudes to saturated fat and messages regarding saturated fat
- Consumers’ recognition of key messages about saturated fat and the impact these have had on behaviour
- New consumer-targeted messages and tools for use across the grocery industry
Enabling consumers to make more informed choices
Simple, clear and consistent messages help consumers to understand saturated fat and to make dietary choices.
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General messages
- Eat less saturated fat.
- Saturates and saturated fat are the same and part of total fat.
- Check food labels to find out how much saturated fat is in your food.
- Keep below 20g of saturated fat a day.
- Be aware of the fat in food especially saturated fat and how much you eat.
- Saturated fats are the ones to look out for.
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Product-related messages
These are claims and must meet the requirements of the relevant legislation.
‘Low’ messages
- Naturally low in saturates
- Low saturated fat
- Try our lower saturated fat (product) today
‘Less than’ messages
- Lower in saturates/saturated fat than……
- Less saturates/saturated fat than…..
- X% less saturates than previous recipe/than [date/year]
- X% (minimum 30%) lower in saturates than………
- X% GDA for saturates
‘Healthier’ messages
- Cooking method [e.g. Baked] with healthier fats
- We fry/cook/bake in/with healthier fats
- The only change is the fat we bake/cook with – to reduce saturated fat
- Baked/Cooked/Fried with ….[named healthier fat/oil]
- Look for lean
Taste reassurance messages
- Healthier recipe – no difference in taste
- Healthier fats (product) same great taste
- Same great taste
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Enabling messages
Knowledge
- Know your fats
- Be aware of the fat in food especially saturated fat and how much you eat
Selection
- Change to ..[named low saturated fat food within same category] for everyday use
- Choose the product with reduced saturated fat content
- Choose…[named substitute healthier alternative] e.g. half-fat cheese, semi-skimmed milk, leaner cuts of meat
- Choose occasionally ..[named food high in saturated fat]
- Choose lower fat versions of ..[foods with a high proportion of saturated fat]
- Use reduced saturated fat options
Preparation
- Use healthier oils/fats
- Use healthier cooking methods
- Trim visible fat from meat
- Remove skin from poultry
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INSG saturated fat working group
- Agriculture and Horticulture Development Board, Meat Services
- British Nutrition Foundation
- Dairy Council
- Greencore
- IGD (Secretariat)
- PepsiCo
- Tesco
- Unilever
- Waitrose (Chair)
< Return to main Saturated Fat page
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