The Food Standards Agency has announced sweeping plans for the reduction of saturated fat in consumers’ diets – including the reduction of sat-fats in meat products and an increase in marketing for reduced fat alternatives.

The agency today announced a new consultation covering meat, dairy and savoury snacks and is asking the industry to implement four voluntary recommendations.

It is asking the dairy industry to promote the supply and sale of 1% fat (or less) milk, reduced-fat Cheddar cheese and lower-fat ice cream. There should also be a reduction in the fat and saturated fat content of sausages, meat pies and pastries.

Suppliers of savoury snacks should make single packs of 30g or smaller more widely available and encourage consumer interest in smaller pack sizes. Finally, the industry as a whole should increase the marketing of reduced and low-fat options.

The consultation will also address legislation on ice cream and Cheddar cheese. The current Food Labelling Regulations do not allow versions below a specified fat content level to be labelled as ice cream or Cheddar cheese.

“The Agency’s proposals are a challenge for the industry, but we know that many businesses have already made great progress in improving the healthiness of their products,” said the agency’s head of nutrition, Clair Baynton.

“Our aim is to ensure people have a range of smaller portion sizes and lower-saturated-fat options to choose from when shopping, which will make it easier for them to eat a healthier diet.”

This is the second of two consultations proposing voluntary action to reduce saturated fat and calories in foods. The first – which was launched in July 2009 and closed on 3 November 2009 – covered soft drinks with added sugar, chocolate confectionery and biscuits, cakes, pastries and buns.

The FSA is seeking views on its latest proposals by 9 March. The final recommendations from both consultations will be published next year.