What is the Heart Mark?

The Heart Mark is a guideline and incentive for shoppers to instantly identify healthy products on the shelf.

These products are:

• Lower in cholesterol
  
• Lower in saturated fat
  
• Lower in sodium
  
• Higher in fibre (where applicable)
  
• Lower in added sugar

The Heart Mark logo confirms two things:

• Products meet stringent nutritional standards
• Products have undergone independent testing by a reputable laboratory

Benefits of the Heart Mark

• Adds significant value to the product’s marketing effort.
  
• Enables consumers to easily identify the healthier alternative.
  
• Aids in reducing cardiovascular disease, blood pressure, cholesterol and diabetes.
  
• Affiliation with the HFSA, an independent reputable health organisation.
  
• Exposure at various HFSA activities and promotions, such as National Heart Awareness Month and lifestyle events.
  
• Website marketing.
  
• Inclusion in HFSA marketing material and information pamphlets.

Categories of Heart Mark Products

Heart Mark products can be found in each of the food groups and include:

• Grain products (bread, cereal, rice, pasta)
• Vegetables and fruit
• Meat and alternatives (meat, poultry, fish, legumes, nuts and seeds, vegetarian
• Products)
• Milk and dairy products
• Fats, oils and related products

How to apply for the Heart Mark

Interested organisations are required to complete and submit an application form. The application is treated as highly CONFIDENTIAL.

To standardise the acceptance of the criteria, the applicant is required to have their product(s) tested by an independent laboratory (e.g. the SABS).  A copy of the results of these tests must be forwarded to the HFSA together with the application form. The licensee will be directly responsible for the cost of testing. The HSFSA has the right to send the product for independent testing at any stage during the licensing period, for the account of the licensee.

Successful applicants will be required to enter into a formal licensing agreement with the HFSA.

The term of the agreement shall be for 12 months, with the option to renew for a further term, subject to all products undergoing re-analysis at anytime.

Licensees will be assigned the non-exclusive rights to the Heart Mark for use on accepted products and all related marketing activities.

Any artwork for adverts/promotional and marketing material, incorporating the Heart Mark or making reference to the Heart Mark, must be submitted for approval prior to going to print/production.