Sustainable Healthy Foods for the consumers – Right to choose healthy foods

India is termed the diabetes capital of the world with the diabetic population in the country estimated to hit 69.9 million by 2025 and 80 million by 2030 – an increase of 266%. In India, nearly 1 in 4 adults and 1 in 20 children are classified as overweight or obese. Rates are increasing faster in India than the world average, and obesity prevalence is expected to more than triple by the year 2040, without intervention. Nearly 63% of total deaths in India are due to non-communicable diseases, of which 27% are attributed to cardiovascular disease which affects 45% people in the 40-69 age group. Evidence increasingly indicates that growing worldwide consumption of ultra-processed junk foods and sugary drinks is a major driver of the global obesity epidemic — including childhood obesity — and increases in prevalence of other nutrition-related diseases. Scientific evidence highlights foods and beverages providing energy high in added sugar, sodium, saturated fat and any added trans-fat – which are referred to as nutrients of concern, have a detrimental impact on health. Front-of-package labels are an evidence-based policy tool, backed by decades of research showing that they can effectively nudge consumers towards healthier foods and drinks while also encouraging industry to improve the nutritional profile of the products they sell. The World Health Organization (WHO) recommends FOPL as a key policy to promote healthy diets and reduce NCD prevalence worldwide. Most consumers are unaware of the presence of critical nutrients on food packets and how to read food labels. FOPL will help consumers understand and read labels and make informed choices.

Objectives

1. To inform and educate consumers about importance of Front Of Pack Labelling (FOPL) and enable them to make informed and healthy choices.
2. To sensitize consumers and help them correctly and quickly identify products that contain excessive amount of sugars, fats, and salt.
3. To empower consumers and help them distinguish between healthy and unhealthy foods and make the right choice.

Strategy

• Consumer sensitization through workshops and train the trainer workshops to spread awareness about food labels.
• Media sensitization through regional and online coverages.
• Short videos will help in amplification of messaging on how to choose healthy foods
• Social media campaign through various stakeholders such as consumer organisations, public health experts, nutrionists and research professionals that  will  help in reaching to consumers and create a buzz
• Development and distribution of IEC materials in different languages so that more consumers can be  sensitized .