FSSAI launches Heart Attack Rewind Campaign for elimination of industrially produced trans-fat
Food Safety and Standards Authority of India (FSSAI) launched media campaign “Heart Attack Rewind”, calling for elimination of industrially produced trans-fat in the food supply. It will support FSSAI’s global target of eliminating trans-fat in India by 2022, a year ahead of global target by World Health Organization (WHO). It is in line with FSSAOI’s objective to get Freedom from ‘Trans Fat: [email protected]′.
Heart Attack Rewind Campaign
It first mass media campaign of its kind that will educate consumers about the harmful effects and its link to cardiovascular diseases. It warns citizens about the health hazards of consuming trans-fat and offers strategies to avoid them through healthier alternatives. The campaign was developed by experts at Vital Strategies.
Globally, trans-fat intake leads to more than 500,000 deaths from cardiovascular disease every year. Trans-fat are made by adding hydrogen to liquid vegetable oils to make them more solid and to increase shelf life of foods. In May 2018, WHO launched comprehensive plan to eliminate industrially produced trans-fat from global food supply by 2023.
Food Safety and Standards Authority of India (FSSAI)
FSSAI is a nodal statutory agency responsible for protecting and promoting public health in India through regulation and supervision of food safety. It was established under the Food Safety and Standards Act, 2006 and operates under aegis of Union Ministry of Health & Family Welfare.