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30 January 2009
Breakfast salt slashed over the last decade
• Breakfast cereals reduce salt by 44% since 1998
• Almost achieved FSA target of 0.3g/100g
• Just 2.7% of UK sodium consumption from Breakfast cereals
To coincide with the Salt Awareness Week (2nd to 8th February 2009), the Association of Cereal Food Manufacturers (ACFM) is pleased to announce a further reduction in the level of salt in breakfast cereals over the last year, bringing the total reduction since 1998 to an impressive 44%1. The Food Standards Agency (FSA) has asked that on average breakfast cereals contain no more than 0.3g sodium per 100g by 2010. With two years to go, breakfast cereals are just 0.02g off their target1.
The latest reduction figures mean that, on average, breakfast cereals now contain only 0.32g of sodium per 100g, which equates to less than 0.1g per typical 30g serving1 and only 2.7% of the sodium purchased in the nation's shopping baskets last year2 (a 0.2 per cent decrease on 2007), far less than other popular breakfast foods. This equates to an 8 per cent reduction for the category (when market growth is stripped out) over the year.
Breakfast cereal manufacturers are also leading the way in clearer nutritional labelling via the use of Guideline Daily Amounts (GDAs). The GDA labels that are now available on many cereal brands enable consumers to clearly note the levels of salt and other nutrients that are contained in a suggested portion. The label also allows people to make easy comparisons within the breakfast category and ensures they are able to monitor their nutrient intake and remain within the recommended 6g of salt as part of their daily diet.
Lynne Garton, independent registered dietician comments: "The focus of this year's CASH awareness week is salt eaten outside of the home and I think that cereal manufacturers have set a great example for restaurants, cafes, canteens and caterers. Cereals have successfully been reducing salt in their products for a number of years, without reducing the quality of the food. The significant reductions made to date reinforce the fact that cereals contribute a very small proportion of salt in the diet. Breakfast cereals can also make a very important contribution to the intakes of several vitamins and iron in the diet - between 25% and 30%."
Members of the ACFM will continue to look at their product formulations and conduct consumer testing to further reduce salt content whilst ensuring that consumer preferences are met. This is part of a wider commitment to improve consumers' health through a balanced diet and active lifestyle.
For further information on the health benefits of breakfast cereals and ACFM positioning, visit www.breakfastcereal.org or contact:
Julia Riddle on 020 7052 8859 (julia.riddle@nexuspr.com)
Caroline Lynch on 020 7052 8855 (caroline.lynch@nexuspr.com)
Notes to Editor:
• The ACFM is the trade association of the UK's leading breakfast cereal manufacturers, which includes Cereal Partners, Dailycer, Dorset Cereals, Jordans, Kellogg's, Mornflake, Quaker and Weetabix.
• Breakfast cereals are the most popular breakfast food with 88% of UK adults sometimes eating it and two thirds having it at least once a week3.
¹ Figures generated by the annual ACFM review of sodium levels in branded breakfast cereals using methodology endorsed by Food Standards Agency.
² TNS Worldpanel Nutrition Service
³YouGov survey: Putting Breakfast First. Jan 07.
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