Delivering National Salt Targets. Case Study: How the UK s Fish & Chip shops are working to reduce consumer salt without compromising on taste

Transcription

1 Case Study: How the UK s Fish & Chip shops are working to reduce consumer salt without compromising on taste

2 Where are we with salt reduction really? THEN (2006) NOW (2014) 9.0g salt/day 8.1g salt/day 0.9g reduction in 8 years! Maybe we could reach our target of 6g/day in 16 years (2030) BUT We ve signed up to WHO s target of 5g/day by 2025!

3 Why is the national strategy NOT delivering at the speed which it should? lets look at the overwhelmed and confused consumer* *CONSUMER VIEWS SOURCE: 2000 UK adults, One Poll Consumer research; 2013 & repeated 2014

4 What is the guidance? Shock statistics, followed by background info then: Just 3 tips to reduce salt: 1. Check the label choose lower salt options 2. Go easy on high salt foods (esp. condiments and sauces) 3. Cook with less salt: a) use herbs and spices b) make your own stock c) use fresh ingredients SOURCE: NHS CHOICES info-graphic: Having too much salt? Your Survival Guide

5 Where is our salt intel coming from? 1. Media 2. Friends 3. Primary Care is the information getting across?

6 What the consumers say: 75% of people do not know that the RDA of salt is 6g/day 1/4 people have no idea how much salt they re eating and our salt concerns are diminishing

7 Consumer concerns: Last Year SALT SUGAR FAT CALORIES This Year SUGAR SALT ARTIFICIAL INGREDIENTS & PRESERVATIVES NONE SUSTAINABILITY PROVENANCE SUSTAINABILITY PROVENANCE NONE (media influence?)

8 Salt concerns specifically: A: Do consumers worry about the salt levels they are consuming? DAILY OCCASSIONALLY RARELY NEVER

9 Salt concerns specifically: B: Are people actively reducing salt? YES 36% NO 64% I m not eating too much salt Food will be bland without it I like the taste of salt

10 And taste is key: How the consumer makes food choices: TASTE HEALTH PRICE CONVENIENCE

11 Conclusions: 1. Overwhelming confusion the consumer is listening to media and friends before health authorities 2. The consumer is currently not that concerned about salt intake 3. 64% of people are not actively looking to reduce salt use, worried about loss of taste

12 Industry has a responsibility to engage to consumer in the salt debate and we see offering an alternative solution to consumers as a driver for fueling that debate

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14 Why fish & chips?... consumer reach: million portions of fish & chips eaten every year in UK 1. 22% UK people eat fish & chips once a week 1. There are approx. 10,500 fish & chip shops in the UK 2. With fish & chips inevitably comes salt & vinegar 61% people add salt with to their meal

15 Why fish & chips?... there is a demand: 1. 64% of people like to be offered healthier options in fast food / takeaway food establishments 1. 67% of people would be open to trying a reduced sodium option in fish & chips shops 2. And remembering that taste is key an independent taste test showed that people did not taste a difference between LoSalt and salt when added to fish and chips (with or without vinegar)

16 How the campaign works getting industry excited 1. Campaign launched at National Fish & Chip awards Publicized the campaign through key industry publications 2. Created an ambassador kit a) Free of charge b) Gives the shop owner everything necessary to communicate the initiative to their consumer

17 How the campaign works in action

18 How the campaign works supporting our ambassadors letting consumers know where they can find them

19 How the campaign works supporting our ambassadors going social

20 How the campaign works supporting our ambassadors trade coverage

21 How the campaign works supporting our ambassadors trade coverage

22 How the campaign works letting the consumers know media coverage

23 How the campaign works letting the consumers know media coverage

24 How the campaign works letting the consumers know media coverage

25 How the campaign works letting the consumers know going on the road; a promotional tour during August visiting 5 seasdie towns

26 Its working! 1. More than 40 pieces of national and regional coverage to date, including Daily Mirror, Daily Express and Radio 2 2. The campaign has reached a potential 38 million people 3. Over 450 ambassadors signed up

27 Feedback from our ambassadors The option of LoSalt was well received on the whole. 80% of our customers said it was a good idea to offer an alternative. We will be stocking LoSalt. We would definitely continue with LoSalt, there are many who are conscious of the amount of salt they use and we must be proactive in promoting the healthier alternative. I would consider stocking LoSalt, our customers liked to have the option.

28 Feedback from our ambassadors Overall it was received very well. Older customers showed more interest than the younger customers. I think this is because they were more conscious of the health impact of salt. We have always used LoSalt as we want to make a healthier option available if people want it. We have previously bought this from the supermarket where as we buy the rest of our supplies from a wholesaler The LoSalt was received well. We have customers reaching for the LoSalt over normal salt now. We would like to continue to supply LoSalt

29 Next steps continuing salt debate promotion 1. Get ambassador count up to 1, Ongoing industry support 3. Continuing to work with Seafish: a) National Fish and Chip Awards 2015 b) Involvement with their health initiative for the Fish & Chip industry 4. Activity coinciding with NSAW 2015

30 THANK YOU Caroline Klinge Sales and Marketing Manager LoSalt