By Gemma Charles, 10 July 2009, 1:40pm

Unilever marketer warns consumers will not accept dramatic salt and fat reductions

LONDON - Unilever's top UK food marketer has warned that government-led reformulation pushes could risk turning consumers off products.

Paul Nevett, the marketing director of food and ice-cream, said: ‘Our dual aim is to make foods healthier and take our consumers with us. It's essential we don't jeopardise their enjoyment of brands.'

Nevett was speaking at the launch of a report by the Food and Drink Federation which highlights companies' progress in reformulating their products.

Under Unilever's Nutrition Enhancement Programme which launched in 2003, salt levels have been reduced on average by 30% and I Can't Believe It's Not Butter has 22% less saturated fat and 16% less saturated fat and 16% less salt.