What is Heart Attack Rewind?

The Food Safety and Standards Authority of India's new "Heart Attack
Rewind" campaign asks for the removal of industrially manufactured
trans-fat from the food supply. The Food Safety and Standards Authority of
India (FSSAI) has launched a new public awareness campaign urging the removal
of industrially manufactured trans-fat from the food supply. The first public
media campaign of its sort, dubbed "Heart Attack Rewind," would
promote the FSSAI's global goal of eliminating trans-fat in India by 2022, a
year ahead of the World Health Organization's (WHO) global goal of complete
removal of trans fat.

Trans fat cans consumption causes more than 500,000 deaths worldwide each year due to
cardiovascular disease. Trans fats are created by adding hydrogen to liquid
vegetable oils in order to solidify them and extend their shelf life.
Vanaspati, margarine, and bakery shortenings are high in trans-fat, which can
also be found in baked and fried dishes.

The FSSAI is dedicated to lowering industrially produced trans fatty acids to less
than 2% by 2022 in a phased approach." This is in line with our goal of
achieving 'Trans Fat Freedom. "Heart Attack Rewind" informs citizens
about the dangers of trans fat consumption and suggests ways to prevent them by
choosing healthier alternatives. Experts from Vital Strategies created the
campaign. Trans fats have not recognised health benefits, and they put Indians
at risk for cardiovascular disease and other problems." Alternatives to
unhealthy foods can be employed without affecting the taste or expense of the
food. Regulatory measures combined with large-scale, targeted mass media
efforts can assist India combat the growing threat of trans fat.

The FSSAI's aim to reduce trans-fat levels in India's food supply from 5% to 2% was
backed by a pledge made by Vanaspati makers, food corporations, bakery groups,
and others during a consultation earlier this year.