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Retailers back new food smart campaign

The government has teamed up with major retailers to launch a new campaign aimed at helping people to be 'food smart' and exposing what it claims are the 'hidden nasties' in everyday foods.


Retailers back new food smart campaign

The new 'Be Food Smart' adverts, which are made by Wallace and Gromit creators Aardman, will air tonight during prime-time in Coronation Street and will be part of the first ever health-focused ad break. Advertisers will include Asda, The Co-operative Food, Quorn, Uncle Ben’s and Cravendale.

The adverts are part of the Department of Health’s long-running Change4Life campaign aimed at helping the public to manage the amount of salt, fat and sugar in their diets.

A spokesperson from The Co-operative Food said: "As a retailer committed to improving the nation’s health, we were keen to be part of the ground-breaking commercial break takeover, which is the first time a commercial break has contained only healthier products.  

"This is a great opportunity to promote 5-a-day messages and encourage people to make healthier choices for themselves and their families."

As well as the adverts, there will be range of offers on healthier products at more than 1,000 ASDA, ALDI and the Co-Operative Food stores across the country. In addition, all those who sign up to the campaign online will be offered a free ‘Food Smart Meal Mixer’ featuring a range of healthier recipes in enough combinations for a different daily menu every day for six years.

Department of health director of marketing Sheila Mitchell said: "This is first time ITV has teamed up with us for an ad takeover.  We have worked closely with partner organisations including Asda fresh fish and Uncle Ben’s rice to highlight how easy it is to eat well on a budget."

Last week the Labour Party urged the government to consider introducing legal limits on the amount of salt, sugar and fat content in foods. .


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