The Food Standards Agency (FSA) will launch a second wave of saturated fat posters early in 2010, as part of a renewed campaign to reduce saturated fat intake, following a drive to target pastry earlier this summer.
"We intend to come back to saturated fat as a campaign probably in January, with poster advertising," Stephen Airey of the FSA told The Big Bakery Debate on Sat Fats and Calories.
He told delegates at the Landmark Hotel in London that the strategy of the agency was to "set a direction of travel for the industry as a whole and to recognise that it’s in the hands of industry to deliver this advance in public health".
The FSA is currently consulting on a 10% reduction in sat fats in baked products. FSA head of nutrition Rosemary Hignett said the agency was working to influence European law to allow bakers to make a 10% reduction claim on-pack; the law currently requires a 30% reduction in fat to make a claim.
"We agree with you that it would be helpful to make a 10% claim and are making that case to the European Commission at the moment," she told delegates. "Signs are that they are very open to the argument that the 10% reduction claim will actually help reformulation, so please don’t take the fact that the law at the moment is how it will always be."
l See pgs 14-17 for more details on the Big Bakery Debate