One third of Canadians believe they have to sacrifice taste for a lower
sodium diet

More than half feel spending the holidays with their in-laws would be more enjoyable than eating a lower sodium diet

TORONTO, Nov. 17 /CNW/ - A national Omnibus survey found that one third of Canadians believe they have to sacrifice taste for a lower sodium diet and more than half feel spending the holidays with their in-laws would be more enjoyable. The results underline some of the inherent challenges in sodium reduction. With the recent Sodium Working Group recommendations of reducing Canadians' sodium intake to 2,300 mg per day by 2016, it's important that Canadians start to enjoy the taste of foods with less sodium so that they will be more likely to maintain the behaviour over the long-term.

"Consumers are no longer as willing to trade-off great taste for health as they were earlier in the healthy foods movement. They now expect food manufacturers to deliver great taste and health," says food trends expert Dr. Elizabeth Sloan of Sloan Consulting. 

"Taste is a complex physiological and emotional interaction. The way we perceive taste and flavour is based on our senses, genetics and personal experience," says Dr. Lisa Duizer, Assistant Professor, Department of Food Science at University of Guelph. "But the good news is that we can adapt our taste buds to enjoy less sodium in our food and literally re-discover what we perceive as delicious. Over time, when you go back and try the foods that you used to love, you may find you don't like them as much because your tastes have changed."  

Campbell Company of Canada is committed to helping Canadians rediscover a healthier delicious.  From now until early 2011, the company is reducing sodium by 25 per cent in 24 of its soups across popular Campbell's condensed, Chunky® and Gardennay® brands - the equivalent of another 16 million teaspoons of salt removed. To help Canadians more easily identify healthier choices in the soup aisle these products will feature a prominent visual 'Blue Band' around the top.

According to the same Omnibus survey, 88 per cent of Canadians still believe lower-sodium foods can be delicious.  Campbell Canada agrees.  The Company's research and development team has been successful in reformulating existing recipes with lower sodium levels, wholesome ingredients and the great taste consumers expect. "We are continuing our heritage of using ingredients that deliver full, wholesome flavour, such as using Ontario-grown vegetables like potatoes, carrots and onions, in our products," said Phil Donne, President, Campbell Company of Canada.  "We take pride in bringing Canadians affordable, delicious, wholesome foods with no artificial colours or flavours."

Campbell Canada's new Blue Band on packaging of 34 of its sodium-reduced products makes it easier for consumers to identify lower-sodium options in the soup aisle:

• Many of Campbell's condensed soups now have 25 per cent less sodium than our original recipe, including one of Canada's favourites, Campbell's Tomato soup, which delivers five whole tomatoes in every can, showcasing the natural deliciousness of cooked tomatoes, with 480 mg of sodium per serving
• Campbell's® creations are six extraordinary soups made with ingredients you would use yourself, with 25 per cent less sodium than Campbell's regular Ready to Enjoy soups
• Four new Light Ready to Enjoy soups have been developed to be light on calories but not on taste, with at least 25 per cent less sodium and 25 per cent less calories than our original recipe
• Six Chunky® soups now have 25 per cent less sodium than our original recipe, with all the hearty nourishment you expect from Chunky®
• Gardennay® soups will have 25 per cent less sodium than our original recipe

One of the first in the food industry to proactively reduce sodium, Campbell Canada began its journey more than seven years ago at the encouragement of the Company's employees who said they had concerns about the amount of sodium in the soups.  Campbell Canada is now recognized by experts for its sodium reduction leadership efforts and has been recognized by Blood Pressure Canada as the only food manufacturer to receive an Award of Excellence. 

About the Study
A national Omnibus study, surveying 1,050 Canadians, found that there were several differences in attitude toward lower-sodium diets across age, gender and region: 

Gender Gap

• Of the one third of Canadians who believe they have to sacrifice taste for a lower sodium diet, 79 per cent were males compared to 67 per cent of females

Quebecers more concerned about taste of a lower-sodium diet

• 35 per cent of Quebecers believe they have to sacrifice taste for a lower sodium diet, compared to 25 per cent in Ontario, 24 per cent in Western provinces and 22 per cent in Atlantic Canada.
• 53% of Quebecers surveyed thought it would be harder to enjoy a low-sodium diet than spending holidays with their in-laws compared to 43 per cent in Ontario and 44 per cent in Western provinces.

Canadians more likely to enjoy the taste of a lower sodium diet as they age

• 55 per cent of 18-34 year olds said it would be harder to enjoy a lower-sodium diet than spending holidays with their in-laws compared to 43 per cent of 35-64 year-olds, and 40 per cent of 65-year-olds and older.

Confidence interval:  level: 19 out of 20 times (95%), accurate to 3.02%

About Campbell Company of Canada
Campbell Soup Company is a global manufacturer and marketer of high-quality foods and simple meals, including soups and sauces, baked snacks and healthy beverages. Founded in 1869, the company has a portfolio of market-leading brands, including "Campbell's," "Pepperidge Farm," "Arnott's" and "V8." With a soup plant located in Toronto, ON, Campbell Canada is a subsidiary of Campbell Soup Company. Through its corporate social responsibility program, the company strives to make a positive impact in the workplace, in the marketplace and in the communities in which it operates. Campbell is a member of the Standard & Poor's 500 and the Dow Jones Sustainability Indexes. For more information, visit www.campbellsoup.ca.

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