A quiet reduction in the salt content in most bread sold in New Zealand is touted as a textbook example of how industry and health agencies can collaborate to make food healthier without a regulatory stick.
In 2004, bread accounted for a quarter of daily sodium consumption, and most white breads - especially cheaper labels - exceeded the desirable sodium level of no more than 450mg per 100g.
In a project named Target 450, the Heart Foundation worked with New Zealand's two major bread manufacturers, Goodman Fielder NZ Ltd and George Western Food NZ Ltd, to lower the amount of sodium in their breads.
Foodstuffs and Progressive Enterprises joined in with their house brands, as did independent bakers Coupland's and Yarrows.
The initiative led to a sodium content reduction of up to 20% in some breads and, the foundation claims, 150 tonnes of salt each year was removed from the New Zealand diet.
Because it was done in small steps, bread companies say consumers did not notice a change in taste.
The project won the Heart Foundation supreme award at the 2008 New Zealand Health Innovation Awards.
But health specialists suspect the initiative has made only a small difference to New Zealanders' overall salt consumption, and they say a nationwide strategy is needed to bring down salt content across the spectrum of processed and packaged foods.
Other manufacturers have also addressed salt content, often in conjunction with the Heart Foundation. Examples include:
Heinz Watties: Sodium reduced across its product range.
Hubbards: Breakfast cereals reduced in salt, sugar and fat content.
Bluebird: Sodium reduced by 9% in past two years across its product range.
General Mills: Products (which include pastas, cereals, cake mixes and snack bars) "reformulated" to reduce fat and sodium and to increase fibre.
Kellogg's: Since 1997, Kellogg's has reduced salt content in 12 breakfast cereals by an average of 40% in an ongoing programme.
Nestle: Sodium reduced in instant soups, noodles, sauces and gravies, Maggi recipe mixes and chicken stock cubes.
Sanitarium: Sodium decreased in range of breakfast cereals.
Supermarkets: Both Progressive and Foodstuffs have reduced sodium and made other health improvements in house-brand items including breads and breakfast cereals. Foodstuffs' "Pick Me" label indicates reduced sodium and Progressive has introduced no-added-salt options in canned pulses and salmon.
McDonald's: Sodium reduced in seared chicken and dipping sauces, and the company says it will continue to look at sodium content.
