Most consumers believe that by not adding salt to their meals they are doing enough to reduce their salt intake. Unfortunately, around 75% of the salt they eat is already hiding in their everyday foods! To combat this view the FSA launched their salt awareness campaign and it has exceeded all expectations. Using the idea of “SALT. IS YOUR FOOD FULL OF IT?” it delivered the message about the dangers of too much salt with such impact that the British public have actually began to change their eating habits and reduce their salt consumption.