British Heart Foundation calls for mandatory incentives for healthier food and drink

Action now could prevent 11,000 premature deaths from cardiovascular disease, says British Heart Foundation as it launches new Hearts Need More campaign.

The British Heart Foundation (BHF) is calling for a bold package of measures that could help to reduce early death and disability from cardiovascular disease. The latest figures for 2022 show that there has been a three-year rise in the number and rate of these early deaths in England, and could continue to rise. This is due to a growing, ageing and increasingly unhealthy population, with widening health inequalities.

However, in their new report, the charity says bold and targeted action from Government to reduce early cardiovascular disease death rates by 25 per cent over the next decade could help to save thousands more lives each year.

The BHF is drawing attention to the heart crisis as part of its latest campaign, Hearts Need More.

Dr Charmaine Griffiths, Chief Executive at the BHF, said:

“We are witnessing an urgent heart crisis, and the devastating toll it’s having on people is one they are paying for with their lives.

“There is no quick fix, but if politicians put the wheels in motion now, we could potentially prevent thousands more people dying too young.

“There is no time to waste. Early deaths from conditions like heart attack and stroke are rising, the NHS is facing unprecedented pressure, and we urgently need to find more revolutionary treatments and cures. A heart disease action plan has never been more needed.”

Before 2012, the number and rate of deaths from cardiovascular conditions under the age of 75 were falling steadily in England. Progress then slowed, and between 2019 and 2022, the number and rate of cardiovascular deaths began to rise for the first time in nearly six decades. Forecasts suggest that there will be 1.5 million more people aged 60-74 in 2035 due to England’s ageing and growing population.

BHF modelling therefore estimates that the annual total of early deaths from cardiovascular disease could rise to 44,000 in 2035, if the premature death rate remained the same as it was in 2022.

However, modelling shows that a 25 per cent reduction in the early cardiovascular disease death rate could reduce the annual total to 33,000 by 2035.

The BHF says a raft of bold measures are needed to make this a reality.

Labour made a welcome manifesto commitment to tackle the nation’s biggest killers, including cardiovascular disease, and the party has made positive moves to raise the age of sale of tobacco products and bring in overdue restrictions on TV and online junk food adverts.

However, immediate measures are also needed to drive down early cardiovascular disease deaths in the next 10 years. These include improved management of high blood pressure and high cholesterol, addressing long waiting lists for heart care and NHS staff shortages, and introducing mandatory measures to incentivise the food industry to make everyday foods healthier.

The campaign is also calling for more investment into research to support prevention, treatment and survival for millions of heart patients.

The Recipe for Change coalition, led by Sustain, Food Foundation and Obesity Health Alliance with support from British Heart Foundation, Action on Salt and Sugar and Impact on Urban Health, is calling on government to build on the success of the Soft Drinks Industry Levy, and apply more financial incentives for healthy food reformulation.

Read the full British Heart Foundation press release

Press coverage: Children's Food Campaign comment in Telegraph 7/9/24

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