The 'Green Keyhole' nutritional campaign in Sweden: do women with more knowledge have better dietary practices?

INTRODUCTION: In 1989 the National Food Administration in Sweden introduced a food-marking symbol called the 'Green Keyhole'. The aim of the campaign is to help consumers make lowfat, high-fibre food choices. OBJECTIVE: To describe the knowledge of the Green Keyhole symbol in a general female population, and to examine whether knowledge is associated with reported intake of dietary fat and fibre. SUBJECTS: 616 randomly selected women were examined and interviewed. METHODS: Intakes of dietary fat and fibre were analysed in relation to knowledge of the Green Keyhole symbol. Knowledge was assessed by means of an open-ended question. RESULTS: 62% of the women adequately understood the meaning of the Green Keyhole. These women were significantly younger (P < 0.0001). Mean body mass index (kg/m2+/-s.e.m.) was significantly higher among the women with more knowledge of the Green Keyhole symbol than those with less knowledge: 26.4 +/- 0.2 vs 25.6 +/- 0.2, (P = 0.002). There were no major differences in total fat intake or total fibre intake between the women with less and more knowledge. However the ratios of polyunsaturated fatty acids to saturated fatty acids and fibre intake per 4200 kJ (1000 kcal) were higher (P = 0.05 and P = 0.03, respectively) and intake of saturated fatty acids was lower (P = 0.05) in the diet among women with better knowledge. CONCLUSIONS: The female population described here understands the campaign but their dietary behaviours do not appear to conform to the low-fat message.