Finnish Heart Association and Finnish Diabetes Association launched at the beginning of year 2000 the HEART SYMBOL, which tells the consumer at a glance that the product marked with this symbol is a better choice in its product group regarding fat and sodium.  

The primary goal of the Heart Symbol system is to promote public health. For food industry it is an effective means of marketing products that have been given the right to use this symbol. Use of Heart Symbol –products is recommended by National Nutrition Council in the dietary guidelines for consumers. On the whole the Heart Symbol is acknowledged by the national authorities (The ministry of Trade and Industry, Finnish Food Safety Authority etc.)

Many consumers find it difficult in practise to put together a healthy diet. The Heart Symbol makes it easier. It is an easy-to-notice addition to the nutritional information on the food packages and helps the consumer to pick out a better choice regarding the quality and quantity of fat and sodium. Since January 2008 unpacked products can also be marked with Heart Symbol. In that case Heart Symbol is found on price labels or on plastic bag stands regarding vegetables, fruits and berries in fruit and vegetable departments of retail stores.

The right to use the Heart Symbol can be given in seven different foodstuff groups:

• milk and milk (dairy) products and other similar products

• edible fats

• meat products

• bread and cereals and cereal products

• convenience foods

• spices and seasoning sauces

• vegetables, fruits and berries 

• meat

• fish

The Criteria for granting the symbol:

• the quantity and quality of fat

• sodium

• cholesterol (in some product groups)

• sugars (in some product groups)

• fibre (in some product groups) 

A group of professionals nominated by the organisations in charge of this system grants the rights by applications of the manufacturers. The right to use this symbol is subject to a charge but the system is not designed to bring profits.  The fees collected are used to keep up this system. At the moment (1.5.2010) altogether 625 products (82 companies) have the right to use the symbol. In addition all vegetables are “Nature’s own Heart Symbol products”.

Finnish Heart Association and Finnish Diabetes Association invest heavily in making the Heart Symbol known by the public. Brochures have been printed for different target groups, the system has its own homepage (www.sydanmerkki.fi) and there have been multiple advertising campaigns in different media. In December 2009 FHA conducted a research (TNS Gallup Oy/GallupCanal) to find out whether consumers recognise the Symbol and whether it has an effect on purchase intent. According to the research 80 % of the adult population recognises the Symbol. Over 52% says that the Symbol has, at least now and then, influenced their purchases. 

More information: Finnish Heart Association
Manager, Development and Health Promotion Marjaana Lahti-Koski
tel +358 9 752 752 25, email marjaana.lahti-koski@sydanliitto.fi