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FSSAI starts campaign in Delhi/NCR to eliminate trans fat before WHO deadline

As per records, trans fat intake leads to more than five lakh deaths from cardiovascular diseases every year, globally.

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FSSAI officials at the launch of the campaign on Friday
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The Food Safety and Standards Authority of India (FSSAI) launched a campaign in Delhi/NCR on Friday, to call for the elimination of industrially produced trans fat in food. Titled 'Heart Attack Rewind', the campaign will support the global target of eliminating trans fat in India by the year 2022, a year ahead of the global target set by the World Health Organization (WHO) for complete elimination of trans fat.

As per records, trans fat intake leads to more than five lakh deaths from cardiovascular diseases every year, globally.

Trans fat is made by adding hydrogen to liquid vegetable oils to solidify them and increase the shelf life of food. Trans fat is largely present in vanaspati, margarine, and bakery shortenings, and can be found in baked and fried foods.

"FSSAI is committed to reducing industrially produced trans fatty acids to less than 2 per cent by the year 2022 in a phased manner. This is in line with our objective to get Freedom from 'Trans Fat: India@75.' I am hopeful that this media campaign will educate consumers about the harmful effects and its link to cardiovascular diseases," said Pawan Agarwal, CEO, FSSAI.

FSSAI's plan to lower the levels of trans fat in India's food supply will be broadcast in 17 languages for a period of four weeks across digital platforms. Additionally, the campaign will be aired on radio channels and outdoor hoardings in Delhi/NCR. A corresponding social media campaign will also highlight the harmful effects of trans fat on people's health.

'Heart Attack Rewind' warns citizens of the health hazards of consuming trans fat and offers strategies to avoid them by opting for healthier alternatives.

"Trans fats have no known health benefits, and put Indians at risk of cardiovascular diseases and other health issues. Healthier alternatives can be used without changing the taste or cost of food. Regulatory measures paired with strategic, large-scale mass media campaigns can help reduce the growing menace of trans fat in India," said Dr Nandita Murukutla, Vice President, Global Policy and Research, Vital Strategies.

In May 2018, WHO launched a comprehensive plan to eliminate industrially-produced trans fat from the global food supply by 2023.

THE GAME CHANGER

  • Trans fat intake leads to more than five lakh deaths from cardiovascular diseases every year, globally.
     
  • FSSAI plans to lower the levels of trans fatty acids in India’s food supply will be broadcast in 17 languages for four weeks across various digital platforms.
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