The initiative means Birds Eye foods will contain no more than one-third of the government's daily recommended allowance for salt.
The group will flag up salt levels on the back of packs on a special daily-allowance guideline label. The labelling will be introduced by the end of the year and in some cases will be placed on the front of packs. 'There won't be an instant reduction, but a gradual move to reduce salt across the entire portfolio,' said a Unilever spokeswoman.
Direct marketing will support the health drive, which will also tie in with ongoing activity for Captain Birds Eye's 'nutrition mission', an initiative intended to promote healthy and wholesome food to both children and their parents.
Health campaigners have been piling pressure on the food industry and government to address the harmful effects a high-salt diet can have and bring about a reduction in the levels contained in processed foods.
Last month, the Food Standards Agency came under fire after it lowered its targets for salt reduction. This prompted critics to cast doubt on the government's targets to reduce consumers' average daily salt intake to 6g by 2010.
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