Called #superfishoil and spearheaded by Seafish it aims to motivate and inspire consumers to look at what they eat, comparing delicious and nutritious seafood as a healthier option for meals and snacks, instead of high saturated fat alternatives.
Launching this month, the campaign will be further supported by Heart Research UK, expert dietitian Juliette Kellow, and Professor Ed Rainger from the Institute of Cardiovascular Sciences at the University of Birmingham. The initiative coincides with National Heart Month, a drive to promote a healthy lifestyle for a heathy heart, which runs throughout the month of February.
In the UK, there are an estimated 2.3 million people living with coronary heart disease, an illness which claims the lives of more Brits than any other. Omega-3 fatty acids help to reduce levels of triglycerides, a type of fat in the blood which, when raised, increases our risk of heart disease.
Previous research by Seafish shows that seven in ten (73 per cent) adults in the UK don’t know how much fish they should eat a week in order to maintain good health and 96 per cent of adults don’t know the recommended amount of omega-3 fat they should have in one week.
Businesses within the seafood trade have also been encouraged to get involved using a collection of marketing materials from a free downloadable toolkit.