HPB’s healthier choice symbol finds itself in unconventional placement

If you are living in Singapore, chances are you are more than familiar with the triangular red healthier lifestyle symbol. But here’s one place, you probably didn’t expect to find it – on an individual’s thigh. 

https://www.tiktok.com/@poodsot/video/7140496185747311874?is_from_webapp=v1&item_id=7140496185747311874> 

The video caught the attention of netizens suggesting other alternatives such as QR code tattoos (for points of course), National Steps Challenge logo and SGUnited logo.

HPB has not yet responded to MARKETING-INTERACTIVE’s queries on what they make of the…artwork.

On its website however, it is stated that the Healthier Choice Symbols was introduced to help consumers with their purchase for healthier options, and empowers the individual to make informed food choices. Currently, the Healthier Choice Symbol can be seen on about 4000 different food products, spanning across over 100 food categories such as convenience meals, sauces, beverages and breakfast cereals.

According to its guidelines, the healthy choice symbol programme focuses on promoting a balanced diet and a healthy lifestyle and is used to help consumers in making an informed choice when grocery shopping. Therefore, all product packaging and advertising materials are to carry the message ‘Eat All Foods in Moderation’ to encourage consumers to have a balanced diet. Mandatory primary taglines are pre-allocated.

Categories under healthy choice symbol are generally assessed based on per 100ml prepared or ready to consume for beverages or per 100g for food.

Related articles: 

HPB loyalty programme and National Steps Challenge criticised by AGO
foodpanda and HPB steer clear of 'misogynistic' OKLETSGO podcast
HPB pulls ad featuring controversial Pepe the Frog meme
HPB shortlists agencies for creative pitch
8 agencies confirmed to be in the running for HPB's creative account