While I was skiing in the French Alps last week, it caught my eye that ads for Coca Cola and Powerade carried a healthy living message – like we see on ads for alcohol in the UK to encourage drinking in moderation.

Power up with Powerade France

Intrigued, I did some research, and yep, forget France’s reputation for heart attack cuisine, it turns out the government is pushing nutrition and exercise as a means to improve the nation’s health. And rather than paying for all advertising themselves, they’re are making food and drinks manufacturers push the wellness message on their behalf.

Brilliant huh? As a result, all processed food and drinks products with added sugar, sweeteners or salt, have to display the prominent message ‘Pour votre santé, évitez de manger trop gras, trop sucré, trop salé.’  ‘For your health, avoid eating too many fats, sugar and salt.’ Plus a link to the website www.mangerbouger.fr

The programme for national health and nutrition (PNNS), which is behind the ongoing  campaign, has been in place since 2001 with the goal of improving health among the French population. And it’s scored some fine successes: a reduction in the number of overweight/obese children; a drop in the consumption of salt and sugar; and an increase in the amount of fruit eaten by adults.

But as its name suggests, the mangerbouger campaign doesn’t simply focus on nutrition. Physical activity is the second crucial message it promotes, recommending the equivalent of half an hour’s brisk walking daily for adults (an hour for children and teenagers).

Buvez, skiez! : Drink, ski!

So rather than attempting to ban or tax ‘unhealthy’ foodstuffs, the French Government is both spreading the message of mindful eating – be aware that this product may be higher in fat, salt or sugar than is necessarily good for you – and that combining exercise with consumption is the best way of improving your health. Plus they’ve roped in the multi-nationals to help pay for it.

Now that’s what I call a bonne idée.