Hard-hitting messages warning of the dangers of too much salt will form the basis of a marketing campaign for the brand LoSalt.

The six-month campaign, which kicks off this week with a full page ad in The Sun to coincide with National Salt Awareness week, is intended to warn against high salt intake while giving salt-lovers an alternative to giving it up.

The ads will run several times a month until June, featuring messages such as 'Why in medical circles is salt called the silent killer?' LoSalt will support the campaign with a series of more lighthearted ads on The Sun's TV listings page.

The brand will also be overhauling its website at the end of the month and running a regional radio campaign in Glasgow and Edinburgh, where the company is based.

"Given how much focus there is on salt consumption, it seemed an appropriate time to communicate the benefits of LoSalt straight to the consumer," said sales and marketing manager Caroline Klinge.

LoSalt, launched in 1983, is the market leader of the low-sodium category with an 82% share of the market [Nielsen]. It is available in 30 countries worldwide and is used in a number of low-salt own-label products as well as in Leskol cheese from Wyke Farms.