The Food Standards Agency has teamed up with News International Commercial to promote healthy eating by launching ‘The 21 Day Sat Fat Challenge’, with the specific aim of educating consumers of the dangers of consuming too much saturated fat. 

Launching in The Sun on Saturday 16 January, ‘The 21 Day Sat Fat Challenge’ will follow a chosen ‘Sun Family’ as they take on little challenges every day, to help cut down their saturated fat intake.

The aim is to show readers that little changes made to their eating habits, such as cutting fat from steaks or using 1% milk instead of semi-skimmed, actually have a much bigger long term affect on the body’s saturated fat levels and can make a positive difference to their health.

The Sun will be running a series of advertorials in the paper four days a week which will also be linked to editorial coverage in Live It on Thursdays.  The activity will run for three weeks and will offer advice and tips to The Sun readers, demonstrating through ‘The Sun Family’ how easy it is to follow the small changes made to their diet. 

The Sun will also display 20x2 in-paper ads with top tips and info, also encouraging readers to go online and participate.  The online activity will feature a micro-site, articles, recipes and video diaries from the family.

Terrence Collis, Director of Communications  at the FSA said: “The FSA is delighted that once again The Sun are supporting another of our public health campaigns. Their 21 day challenge linked to our Saturated Fat campaign will greatly help to amplify its effectiveness and get important health messages out to a mass audience. We look forward to seeing how the 21 day challenge goes.”

Abba Newbery, Creative Solutions Director, News International said: "It's great to work with a client like the FSA who has a responsibility to educate on something as important as healthy eating.  Sun readers love tips on how to lead a healthier happier life so we are hoping that thousands of them will take up the challenge."