'Shake the salt' say Safefood
27 October 09

Safefood have launched a new campaign aimed at encouraging consumers to reduce their salt intake. The campaign entitled "Shake the Salt Habit" is designed to raise awareness among consumers that our diets are still too high in salt and that the majority of dietary salt is from processed foods such as processed meats, sauces and bread. At present, dietary salt intake levels among adults on the island of Ireland are up to 66% more than the recommended daily amount of 6g per day as advocated by health professionals. 
 
Recent research conducted by safefood revealed that while 51% of consumers are aware that most of their salt intake is from processed foods, only 30% believe eating less of these foods is the most effective way to reduce salt intake. 48% of consumers also reported adding salt to their main evening meal.

The safefood salt campaign comprises radio and outdoor advertising, with the outdoor advertising displaying everyday foods in their "true colour" to dramatise the levels of salt they can contain.