The SMA, the trade body for the six major salt producers, has lodged an official complaint with the advertising watchdog about the campaign, which launched last week. It also insisted that, in reality, salt supported human life and not took it.
Sid, the six-foot slug in question, was created by 'Muppet' creator Jim Henson's Creature Shop for the campaign developed by HHCL/Red Cell.
Sid is fronting a press, poster and TV campaign as well as a dedicated for the Food Standards Agency, which aims to tackle the problem of high salt consumption in UK diets. His musings are accompanied by the strapline: "Salt -- watch it."
The FSA claims at least 26m people every day eat more than the recommended daily limit of six grammes of salt. This significantly increases the risk of developing high blood pressure, a condition that results in 170,000 deaths a year in England alone.
As well as targeting consumers, the FSA is encouraging food manufacturers to cut back the amount of salt they add to processed foods, because this is where people get the majority of their daily salt intake.
While the Salt Manufacturers' Association has hit back at the claims, saying that research shows that lower sodium diets have a "miniscule long-term effect" on the blood pressure of healthy individuals, Unilever has said that it intends to heed the FSA's calls.
Gavin Neath, chairman of Unilever UK, said: "Unilever, along with other food companies, has been working closely and effectively with the agency over the past 18 months to gradually reduce salt levels right across our product range."
Heinz has already relaunched its flagship Baked Beanz with reduced salt and sugar levels.
The campaign was written and art directed by Billy Faithful and Ross Neil and was produced by Hungry Man.
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