SOURCE: LBI International AB (publ.)

October 23, 2009 10:17 ET

LBi Launches an Innovative Salt App for Food Standards Agency (FSA)

STOCKHOLM, SWEDEN and AMSTERDAM, THE NETHERLANDS and LONDON--(Marketwire - October 23, 2009) -

LBi has created an iPhone and iPod Touch application and mobile-optimised site called 'FSA Salt' to help shoppers calculate the salt content in everyday foods and make healthier food choices for their families. The salt calculator also comes with sound: when you shake the application you can hear salt being shaken and you are provided with useful tips to reduce salt in everyday foods. The app has been created for the FSA in support of their Salt Reduction Campaign after survey results revealed that 26 million adults in the UK consume too much salt in their diets. This unique app can be used by shoppers and mothers easily when browsing the supermarket shelves.

The Salt Calculator is a 'simple to use' app that can be integrated into the lives of consumers with ease and acts as a handy nutrition tool when they are 'on the go'. Users can simply look at the food label, select the appropriate level of salt per 100g and combined with choosing the weight of the serving from the scale provided, a traffic light system reveals instantly if it's a healthy choice. The app includes added features such as salt intake information for children of different ages and an inbuilt shake gesture that provides useful tips such as 'Go for reduced-salt back bacon in your bacon sandwich', 'And try adding some slices of tomato instead of ketchup'. The shake feature provides a built in sound effect of salt being shaken, which can be heard with each tip displayed.

Laura Jordon Bambach, Joint Creative Director LBi UK: "Its always a pleasure to work on projects that are not only creatively pleasing but provide such a useful tool in promoting good health; and where we can use digital channels to create real benefit for consumers. We're especially happy to be helping mums make the right decisions at point of sale, through our work with the FSA".

For further information please contact:
Sarah Van Praagh, Head of PR, LBi
+44 20 7063 6141,
Imogen Thacker, Marketing & PR Assistant, LBi
+44 20 7063 6155,
Eva Ottosson, Group Communications Manager, LBI International AB
+46 709 41 21 40,

About LBi:

LBi is a global digital marketing and technology agency, blending insight, creativity and expertise to solve business problems. The largest genuinely full service agency of its kind in Europe, LBi provides the full range of digital capabilities, including digital strategy, branded content, service design, media, CRM, technology, managed hosting and support services. The Company employs approximately 1,400 professionals located primarily in the major European, American and Asian business centers; such as Amsterdam, Atlanta, Berlin, Brussels, London, Milan, Mumbai, New York, Paris and Stockholm. LBi is listed on Nasdaq OMX in Stockholm and NYSE Euronext in Amsterdam (symbol: LBI).


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