Is your food full of salt?

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The FSA's salt campaign is back with a new phase today, including a series of TV ads, plus press and poster advertising. The TV ads, featuring comedian, TV presenter and writer Jenny Eclair, urge people to check if the food products they buy are 'full of it'. The ads hammer home the message that 75% of the salt we eat is already in the food we buy.

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Two of the ads will be shown UK-wide for the first time tonight, in a prime-time slot on ITV. They feature four categories of everyday food (sandwiches, ready meals, pasta sauce and pizza). The ads highlight that salt levels can vary a lot between similar products, so people should check labels and try to choose the lower-salt option.

The advertising campaign complements the FSA's work with the food industry to reduce levels of salt in food. Good progress has been made towards salt reduction targets set across all sectors of the food industry.

Leading retailers and manufacturers are lending active support to the campaign, including Sainsbury's, the Co-op, Marks and Spencer, Asda, Tesco, Nestl

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