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Fat watch: A nationwide campaign in the Netherlands to reduce fat intake-process evaluations

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Author: Cornelie, J. · Feen van der, Lille, J.C.J.F. de · Riedstra, M. · Hardeman, W. · Wedel, M. · Brug, J. · Pruyn, J.F.A. · Löwik, M.R.H.
Institution: Centraal Instituut voor Voedingsonderzoek TNO
Source:Nutrition and Health, 2, 12, 107-117
Identifier: 234827
Keywords: Nutrition · Diet · Fat intake · Feeding behavior · Health care quality · Health education · Health promotion · Human · Low fat diet · Mass medium · Netherlands · Organization and management · Treatment outcome · Diet Surveys · Diet, Fat-Restricted · Dietary Fats · Food Habits · Health Education · Health Promotion · Humans · Mass Media · Netherlands · Outcome and Process Assessment (Health Care) · Program Evaluation


Fat Watch was a four-year campaign carried out in cooperation with retailers and industry, aiming at a reduction of fat consumption by 10% among the Dutch population. Mass media and supermarkets were the main conveyers of the message. Supermarkets participated well in the first (53%) and in the third year (51%), but to a lesser extent in the second year (36%). Campaign awareness in the target group (household shoppers for food) was relatively high in the first year (60%), but dropped in the next two years (40% and 32%, respectively). Combined with prominent mass media messages and with promotional activities of food products by suppliers, supermarkets seem a good channel for dissemination of nutrition information. Fat Watch has proved that cooperation of governmental, industrial and retail organizations for several years with respect to nutrition education activities is possible in the Netherlands.