Issues & Crisis PR - The Federation of Bakers
The Federation committed to the FSA's objective of improving the overall make-up of people's diets whilst also assessing the impact of any changes on consumer acceptance of taste of bread and technical feasibility.
Objective:
- To demonstrate how the plant baking industry strived to meet the FSA targets for salt reduction in bread.
Strategy & Plan:
- The Federation of Bakers worked with the Food Standards Agency during its initial consultation period to agree salt targets that could be achieved.
- Key pledges by the industry body, with respect to salt content, included:
- Set maximum targets and average salt levels where the "maximum" will set a ceiling above which products would not be manufactured, while the "average" could be used to measure the overall salt consumption from bread in the diet.
- An industry scheme was introduced to measure average salt levels in bread loaves.
- A targeted 5% reduction within two years, to be repeated within a further two years subject to consumer acceptance.
- Labelling will also change with the word "salt" to be used on-pack instead of "salt equivalent" or "equivalent of salt" and indicate salt content per slice and per 100g to two decimal places.
- All pledges were achieved and drip fed to the national media
Results:
- The Federation of Bakers was seen to be co-operating with Government recommendations and used the media at every opportunity to highlight how the industry was working towards the guidelines set by the FSA
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