case study -...
TRANSCRIPT
Delivering National Salt Targets
Case Study:
How the UK’s Fish & Chip shops
are
working to reduce consumer salt
without
compromising on taste
Delivering National Salt Targets
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!
Delivering National Salt Targets
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
Delivering National Salt Targets
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”
Delivering National Salt Targets
Where is our salt intel coming from?
1. Media
2. Friends
3. Primary Care
…is the information getting across?
Delivering National Salt Targets
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…
Delivering National Salt Targets
Consumer concerns:
Last Year This Year
FAT
SALT SUGAR
SUGAR SALT
CALORIES
ARTIFICIAL INGREDIENTS & PRESERVATIVES
NONE SUSTAINABILITY
SUSTAINABILITY PROVENANCE
PROVENANCE NONE
(media influence?)
Delivering National Salt Targets
Salt concerns specifically:
21
37
24
18
DAILY OCCASSIONALLY RARELY NEVER
A: Do consumers worry about the salt levels they are consuming?
Delivering National Salt Targets
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
Delivering National Salt Targets
How the consumer makes food choices:
TASTE HEALTH PRICE CONVENIENCE
And taste is key:
Delivering National Salt Targets
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
Delivering National Salt Targets
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
Delivering National Salt Targets
Why fish & chips?...
1. 382 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
…consumer reach:
Delivering National Salt Targets
Why fish & chips?...
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)
…there is a demand:
Delivering National Salt Targets
How the campaign works
1. Campaign launched at National Fish & Chip awards 2014
1. 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
…getting industry excited
Delivering National Salt Targets
How the campaign works
…supporting our ambassadors – letting consumers know
where they can find them www.losalt.com/uk/golo
Delivering National Salt Targets
How the campaign works
…supporting our ambassadors – trade coverage
Delivering National Salt Targets
How the campaign works
…supporting our ambassadors – trade coverage
Delivering National Salt Targets
How the campaign works
…letting the consumers know – media coverage
Delivering National Salt Targets
How the campaign works
…letting the consumers know – media coverage
Delivering National Salt Targets
How the campaign works
…letting the consumers know – media coverage
Delivering National Salt Targets
How the campaign works
…letting the consumers know – going on the road; a
promotional tour during August visiting 5 seasdie towns
Delivering National Salt Targets
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
Delivering National Salt Targets
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.
Delivering National Salt Targets
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
Delivering National Salt Targets
Next steps – continuing salt debate promotion
1. Get ambassador count up to 1,000
2. 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
THANK YOU
Caroline Klinge
Sales and Marketing Manager
LoSalt