Eat Well, Feel Good – Fresh Ideas from Finland

Press Release
9th February, 2007

                                   
Finland leads the world in the development of functional, health-enhancing foods, which are at the forefront in tackling the growing pandemic of obesity and cardiovascular disease in developed countries around the world.

With over 30 years experience, Finland’s expertise in this area could significantly benefit UK consumers, where recent government statistics show that one in four adults are obese, with an increasing obesity trend in children of all ages. Cardiovascular disease kills one in three people in the UK and despite significant progress in treating heart disease; it remains the nation’s biggest killer.

According to the British Heart Foundation, prevention, through positive lifestyle messages to young people is the key to halting this trend.

Finland was one of the first countries to address the health problems associated with modern, sedentary lifestyles and poor eating habits. Supported by a strong tradition of pre-emptive healthcare and coupled with significant investment, Finland’s health food industry has become known as the Silicon Valley of functional foods, offering healthier, tasty alternatives, which are enjoyed by consumers worldwide.

Eat Well, Feed Good is an opportunity to experience Finland’s innovative healthy living approach at first hand.

• Paul Sacher, distinguished paediatric dietitian and founder and research director of the MEND Programme (Mind, Exercise, Nutrition...Do it!) for the treatment and prevention of childhood obesity, will introduce the event, with a talk on the impacts of Finnish health food on personal wellbeing. 

 

A renowned expert in the field of obesity, Sacher has written and co-written several books on the subject for parents. He has also made numerous television appearances, including most recently, Honey We’re Killing the Kids and Return of Jamie’s School Dinners. He is a regular consultant to television, radio and the published media on healthy eating practice. Sacher is currently a Clinical Research Fellow at the Institute for Child Health, the research wing of Great Ormond Street Hospital for Children.

Sacher recently visited Finland where he met representatives of the country’s food and drinks industry and leading specialists in the fields of public health and clinical nutrition, including Dr Pekka Puska, pioneer of health campaigning in Finland. He also had lunch with pupils at a school in Helsinki. Healthy school meals are a core part of the Finnish government’s approach to public health.

• Eat Well, Feel Good will showcase Finnish health food companies, whose products are readily available at supermarkets across the United Kingdom. Well-known brand names such as Fruisana Fruit Sugar, Benecol, Valio, Finn Crisp, Xylitol and Napapiiri Organics will be represented and guests will have the opportunity to sample the foods, taste dishes made using them and discuss their health benefits.

 

Eat Well, Feel Good will emphasise that choosing a healthier option does not mean choosing a tasteless option. Finnish companies will show you that functional foods not only taste good but can improve your general well being, too.

• Guests can take advantage of a complimentary lesson in Nordic walking from Francis Mitchell, Founder and Managing Director from Nordic Walking UK. Walking with poles can look amusing, but it raises your heart rate efficiently and burns 20% more calories than normal walking.

 

• And there will be a chance to win a Karelian Food and Culture trip in September.

What are functional foods?

Functional foods are products, which, in addition to their nutritional function, have been scientifically proven to enhance health or prevent illness.

Functional foods and Finland

Functional foods have always been part of the Finnish diet. Traditional foods such as rye, oats, barley, as well as rediscovered pine bark and spruce shoots contain large amounts of fibre, flavonoids, lignans pro- and pre-biotics. A strong focus on preventative health care has made clinical nutrition a natural subject for Finnish researchers and produced fertile ground for the development of the Finnish nutrition industry. Last year, Finland invested € 15 million in functional food research.

Two Finnish universities run internationally renowned units in nutritional sciences. A health and biosciences degree programme was set up at the University of Turku in 1998 while the University of Kuopio has provided teaching in clinical nutrition for over twenty years.

Today, Finns are keen exponents of a healthy diet. According to consumer surveys, more than 70% of Finns think positively about functional foods. Due to public health efforts, most Finnish consumers know their cholesterol level and their blood pressure.

 

Companies present in the event

Finfood
Finfood, Finnish Food Information, is a government-financed organisation providing information on food and the foodstuff industry. Finfood promotes Finnish food culture within Finland and as a part of the European Union. The organisation has 300 Finnish foodstuff enterprises as members.
www.finfood.fi/tasteoffinland

Fruisana

Fruisana is the original brand of fruit sugar, or fructose, found naturally in most fruits and honey. Fruisana Fruit Sugar is the perfect sweetener for all types of food and drink and the natural alternative to cane sugar. Fruisana Fruit Sugar contains the same number of calories as ordinary sugar, but you need much less of it because it is a sweeter, more stable and satisfying energy source. With a Glycaemic Index of only 19, it is ideally suited to today’s trend towards a low GI diet. It is also suitable for Type 2 diabetics
http://www.fruisana.com

Xylitol

A selection of products containing Xylitol will be demonstrated.  These include XyloBrit and Xylitol-containing chewing gum.  Xylitol is a natural sugar-free sweetener found in many fruits and vegetables, and was first prepared commercially in Finland in the 19th century from hardwood trees such as Birch. Crystalline Xylitol looks and tastes like sugar, and has the same sweetness, but has 40% fewer calories.  Xylitol is recognised as having anti-cariogenic properties, and thus helps protect teeth from the effects of harmful bacteria. Xylitol is used in many sugar-free chewing gums and is sold as a tabletop sweetener in UK health stores as XyloBrit.

www.xylobrit.co.uk
www. www.xylitolinfo.com

Napapiiri Organics

Napapiiri Organics 'The Arctic Circle Organics' is a brand of Finnish organic products owned by Export Group Organic Food Finland. The Group specialises in organic food from Finland and it manages the export of organic goods from eight participating companies. Napapiiri Organics' products combine the strong northern relationship with nature with modern day knowledge, promoting a healthy and harmonious life.
http://www.organic-finland.com/

Benecol

The name BENECOL® brings together Bene, meaning "good," and col for "cholesterol." BENECOL® products contain the unique ingredient Plant Stanol Esters, which have been proven to lower cholesterol. BENECOL® was launched in Finland in 1995, as part of a major public health initiative to lower the nation's cholesterol. The introduction of BENECOL® was termed the "pearl in the crown" of this initiative. Finnish consumers responded overwhelmingly.
http://www.benecol.com/home2.jhtml

Vaasan & Vaasan: Finn Crisp

Vaasan & Vaasan is one of the biggest bakers of rye products in the world. Finn Crisp rye bread is made of whole grain, which is a superior source of fibre and carbohydrates. Fibre is good for the teeth and helps to stabilise blood sugar levels. Research shows that rye lowers serum cholesterol levels and is helpful in weight control.
http://www.vaasan.com/public/en/index.jsp?language=en

Nordic Walking UK

Francis Mitchell, founder and Managing Director of Nordic Walking UK, has been teaching Nordic walking in London since 2001. Walk by yourself, or walk with friends, Nordic Walking is one of the most sociable and effective exercise techniques around. Originating from summer training for cross-country skiers, Nordic Walking works your upper and lower body at the same time, strengthening your back, legs and arms, and reducing neck and shoulder tension - all this while improving the health of your heart and lungs.
http://www.nordicwalking.co.uk/

 

More information and interview requests:
Contact:             Heljä Kiiskinen, Embassy of Finland: tel. 020 7838 6216, helja.kiiskinen@formin.fi
                        Pirjo Pellinen, Embassy of Finland: tel. 020 7838 6222, pirjo.pellinen@formin.fi