Health Star Rating (HSR)
Stakeholder Kit
October, 2015
Stakeholder Kit
Introduction
This kit is designed to help you promote the Health Star Rating (HSR) system
through your programs and campaigns to the media.
The kit contains:
 Draft media release to use during Nutrition Week 11-17 October 2015
 Adapting the media release to programs and local media
 3 x media backgrounders to use during Nutrition Week as well as your future
promotions/media relations
 FAQ
 Ideas for promoting healthy lifestyles, nutrition and the HSR
— Social media
— Example tweets and posts
— Other ideas
 Key messages for interviews, presentations and events
 Generic website content for your use
 Manufacturers using the HSR
 Examples of available materials
 Badge to use on stakeholder websites to link to HSR site
 Infographics
The kit is also located on the HSR website.
Media release
This year during National Nutrition Week, consumers are being encouraged to eat
more fresh fruit and vegetables to help them ‘Pick Right. Feel Bright.’.
Each year National Nutrition Week raises awareness of the impact of food on our
health and wellbeing and encourages us to make healthy food choices. While fresh is
always best, if we chose to eat some packaged food, the HSR helps us to make
informed, healthier choices.
This is particularly important because of the link between poor diets and the alarming
incidence of overweight and obesity in Australia, which predisposes us to largely
preventable chronic diseases such as cardiovascular disease, some cancers and
type 2 diabetes.
A healthy lifestyle, including maintaining a healthy weight and getting regular
exercise, can help you live longer, improve your physical and mental health, get more
out of life and reduce your chance of diet-related chronic disease.
The HSR is a tool that can take some of the guess work out of shopping for
packaged and processed products. It is a front-of-pack labelling system that uses up
to five stars to indicate the overall nutritional profile of the food.
The system is simple to use: the more stars, the healthier the food.
The rating of each product is based on the amount of energy (kilojoules), saturated
fat, sugar and sodium it contains per 100g or 100ml, as these ingredients are linked
to increased risk of developing chronic diseases.
Products score extra points and potentially higher ratings depending on the quantity
of positive ingredients they contain such as fibre, fruit, vegetables and protein.
The HSR allows us to quickly compare similar packaged products, to see which one
is the healthier option. We can compare breakfast cereals with breakfast cereals or
muesli bars with muesli bars for example.
However, as the algorithm used to determine the ratings is complicated, the system
does not allow us to compare foods between the six HSR categories such as yoghurt
with bread or with muesli bars.
A high HSR does not necessarily mean that the food provides all of the essential
nutrients that are required for a balanced and healthy diet.
Many healthy foods (like fresh fruits and vegetables or lean meats) are not packaged
and won’t have a HSR. They are a vital part of a nutritious diet.
The HSR should be considered in conjunction with the Nutrition Information Panel,
ingredients list and the Australian Dietary Guidelines.
To better understand the importance of healthy eating and for more tips on what
constitutes a healthy diet, visit the Eat for Health website, which features the
Australian Guide to Healthy Eating.
For further information, or to arrange an interview, please contact:
frontofpack@health.gov.au
Adapting the media release to programs and local media
The enclosed media release focuses on Nutrition Australia’s Nutrition Week 2015.
However, you can tailor it to suit your own needs and your specific media targets.
The bulk of the information in this release can be used to promote other events,
programs and activities around nutrition, healthy lifestyles and the prevention of
chronic disease. All you need to do is replace the first paragraph and the reference to
National Nutrition Week in the second paragraph with your own information.
Remember to make your first paragraph a very concise who, what and when and an
optional why, as in the example.
You may wish to use all the information in the media release or you may want to
combine it with information about your own programs, activities and events.
A media release should never be any longer than 11/2 to 2 pages. Always include a
contact name and details at the bottom of the release so those who are interested
can reach you quickly and easily. It’s important to follow up on media enquiries as
soon as possible to ensure they meet their deadlines for news and copy and to
maintain a good working relationship with journalists.
The media (state, regional, local) is a key target audience for the HSR campaign and
supporting public relations activities. The media is a critical conduit to our consumer
target market, as they consider editorial significantly more credible than paid
advertising. And it is FREE. By engaging media interest in HSR and encouraging
media to develop editorial in support of the system, we increase the likelihood that
more consumers will become aware of the system and use it to make informed and
healthier choices about the food they buy and consume.
Media articles usually cover issues in greater depth. They can enhance
understanding of the HSR and how to use it by expanding on the brief messages
contained in advertising material. Generating media coverage also allows us to
position the HSR in the context of good nutrition and efforts to address Australia’s
alarming rates of overweight and obesity and chronic disease.
Regional and local media outlets and publications can be very receptive to media
releases and story ideas, particular as they are more short-staffed than ever. If you
can find a local angle to your story, this increases your chances significantly. For
example, show how you are incorporating the HSR into your local nutrition and
lifestyle programs. Think of photo opportunities for print media and potential footage
for television. Words and images together are more likely to grab consumer attention
and they are more likely to remember the information.
See also Key Messages for interviews, presentations and events.
Media Backgrounder: The Health Star Ratings System
The Health Star Rating system (HSR) is a new type of food labelling that can help
take some of the guess work out of shopping and help consumers to make healthier
choices when it comes to buying packaged food. It allows consumers to quickly
compare the nutritional profile of foods within the same category of packaged and
processed goods. For example, compare one breakfast cereal with another, or one
muesli bar with another. And it’s simple to understand and use. Basically, the more
stars on the front of pack, the healthier the choice.
The voluntary system uses stars, from half to five stars, to provide an at-a-glance
overall health rating of packaged and processed food and is being implemented over
five years. Health Star Ratings are only available on participating packaged food
products. Many healthy foods, like fresh fruit and vegetables and lean meats, are not
packaged and won’t have a health star rating. These are a vital part of a nutritious
diet.
The HSR is based on six different food categories. However, as the calculations used
to determine each product’s rating are specific to each of the six food categories, the
system is not designed, for example, to compare yoghurt with frozen lasagne or
frozen chips with cereal.
The calculation is complex and takes into account the amount of certain ingredients
in each product that are linked to increased risk of developing chronic diseases as
well as the quantity of healthier ingredients.
The HSR is based on:

Total energy (kilojoules) of the product. An average Australian adult should
consume around 8,700 kJ a day.


The saturated fat, sodium (salt) and sugar content. Consuming too much of
these risk nutrients is linked to being overweight and obese, some cancers,
heart disease and type 2 diabetes.
The fibre, protein, fruit, vegetable, nut and legume content. Increasing
consumption of these healthy nutrients and ingredients is good for your
health.
Points are allocated based on the ingredients and amounts used in the Nutrition
Information Panel on the package per 100g or 100mL. The points are converted to a
star rating (from half to five stars), which are scaled specifically to each of six HSR
food categories. Details are provided in the Guide for Industry to the Health Star
Rating Calculator.
The calculations for each food category and each product do not take into account
ingredients such as preservatives, colours and flavours. Information on additives
such as these can be found in the ingredients list on the pack. Those aiming to
reduce their intake of these additives should review the ingredient list of each
product.
A high Health Star Rating does not necessarily mean that the particular packaged
food provides all of the essential nutrients required for a balanced and healthy diet.
The Australian Dietary Guidelines recommend eating a balanced diet that includes a
variety of nutritious foods every day. Fresh fruit and vegetables and lean meat are
generally healthier choices than processed food.
The Health Star Ratings should be considered in conjunction with the Nutrition
Information Panel, ingredients list and the Australian Dietary Guidelines.
To better understand the importance of healthy eating and for more tips on what
constitutes a healthy diet, visit the Eat for Health website, which features the
Australian Guide to Healthy Eating.
Media Backgrounder: The Research
The Australian Institute of Health and Welfare’s Australia’s Health 2012 report found
that diet-related chronic diseases, such as cardiovascular disease, diabetes and
some cancers, are a major cause of death and disability in Australia and their
prevalence is steadily increasing1.
Food and nutrition are an issue in a number of modifiable health conditions, such as
excess weight (overweight and obesity), high blood pressure and high blood
cholesterol2.
Australia has one of the highest rates of obesity in the world. The rate of Australians
aged 18 years and over who are overweight or obese is steadily increasing from
56.3% in 1995 to 61.2% in 2007–08 to 62.8% in 2011-123.
The Australian Institute of Health and Welfare (AIHW) estimated that poor diets, and
their related health impacts, cost Australia $5 billion each year, which includes direct
health-care costs of $3 billion. In addition, overweight and obesity (of which poor diet
and physical inactivity are causal factors) costs a further $11.6 billion per year4.
The burden of disease due to poor diet is often associated with large intakes of
energy-dense foods, with high saturated fat, sugar and/or salt content, and low
intakes of nutrient-dense foods, such as vegetables, fruit and wholegrain cereals5.
In response to this and other supportive research, Commonwealth, state and territory
governments are working together to encourage Australians to eat a balanced diet of
healthy, nutritious foods and to help them make informed choices that lead to better
health. The Health Star Ratings system is one of the programs that have been
developed to address this growing issue.
Campaign specific research
Formative research
Research was undertaken in 2013 and early 2014, during the development of the
HSR system. The research included initial consumer research and testing to inform
the design of the Health Star Rating system label and possible considerations for the
related social marketing activity.
Consumer research and testing has included: a qualitative stage and quantitative
stage to assist with the development of the Health Start Rating labels, and a further
quantitative study of the likely impact of labelling on consumer food purchasing
choices.
Concept testing
Concept testing research was undertaken to assess the reactions, understanding
and potential impact of the advertising concepts/communication components with the
target audiences and against the communication objectives. Materials and
advertising were modified in line with the research findings and recommendations, in
order to maximise their effectiveness. A number of rounds of concept testing were
conducted nationally in metropolitan, regional and rural areas.
Evaluation
Campaign evaluation research will monitor the target audiences’ attitudes,
knowledge and behaviour in relation to the key campaign messages. Research will
be undertaken to establish a benchmark regarding awareness to assist with
informing evaluation of the campaign.
Post-campaign research will assess the effectiveness of the campaign by monitoring
changes in these measures. Website statistics will also be reported and analysed as
part of the campaign’s evaluation.
The HSR system as a whole will also be subject to monitoring and evaluation.
Media Backgrounder: Nutrition and Chronic Disease
Chronic diseases are the leading causes of death and disability both worldwide and
in Australia. The burden of these conditions can be high for people who have them,
their families and carers.
This burden is also stretching our health care system to capacity. At a time when
technology offers unprecedented treatments and cures, we are struggling to fund
them because of the overwhelming cost of chronic disease, which is largely
preventable.
The Australian Institute of Health and Welfare defines chronic disease as illnesses
that are prolonged in duration, do not often resolve spontaneously, and are rarely
cured completely. Some chronic diseases contribute significantly to death, while
others contribute to disability and/or the development of other health conditions or
complications.
The most common chronic diseases are cardiovascular diseases (CVD), some
cancers, and type 2 diabetes. The World Health Organisation (WHO) states that they
have common major behavioural risk factors, which are unhealthy diet, physical
inactivity and tobacco use. The WHO also states that preventing these major chronic
diseases should focus on controlling these and other key risk factors.
It is widely acknowledged that many chronic diseases share common risk factors,
and can be risk factors for each other.
The food we eat plays an important role in our health and wellbeing. A healthy diet
may provide some protection against many chronic diseases as well as improve our
general health and wellbeing.
Fruit and vegetable consumption is strongly associated with protection against
chronic disease (NHMRC 2003). Evidence suggests that people who regularly eat
diets high in fruits and vegetables (including legumes) reduce their risk of developing
chronic conditions such as heart disease, Type 2 diabetes, and some eye diseases,
such as cataracts and macular degeneration.
Research shows some association between nutrition and a range of mental health
conditions such as depression, mood disorders and anxiety, which is further
compromising our wellbeing
Excessive food intake and poor nutrition also lead to overweight and obesity, and can
contribute to modifiable health conditions such as high blood pressure and high blood
cholesterol: key risk factors for chronic disease.
The Australian Bureau of Statistics Australian Health Survey 2011- 2012* found the
following:

Australia has one of the highest rates of obesity in the world. The proportion
of Australians aged 18 years and over who are overweight or obese
increased from 56.3% in 1995 to 61.2% in 2007–08. As of 2011–12 62.8% of
Australian’s were either overweight or obese.

Higher rates of obesity are found in those aged 55–64.

In 2011-12, men living in inner regional, outer regional and remote areas of
Australia were more likely to be overweight or obese (74.4%) compared with
men living in major cities (67.7%). This pattern was also consistent for
women, with women living in inner regional, outer regional and remote areas
more likely to be overweight or obese (63.2%) than women living in major
cities (52.5%).

The likelihood of being obese increases with decreasing socioeconomic
advantage; those living in the most disadvantaged areas experience higher
rates of obesity than those in least disadvantaged areas.

Excess weight, especially obesity (having a BMI of 30 or more), is a risk
factor for many chronic conditions, such as cardiovascular disease, Type 2
diabetes and certain cancers. It is also a risk factor for high blood pressure.

Only 1 in 10 (8%) Australian’s aged 18 and over consume sufficient serves of
vegetables, while about half (49%) usually consume sufficient serves of fruit.
(Reference- Australian Bureau of Statistics, Australian Health Survey:
Updated Results, 2011-2012)

When measures of sufficient serves of fruit and vegetables are combined,
only 6% of Australian adults consume sufficient fruit and vegetables on a
usual basis. (Reference- Australian Bureau of Statistics, Australian Health
Survey: Updated Results, 2011-2012)

Overall, females were more likely than males to report sufficient serves of fruit
and vegetables.

More than half of all Australian adults are not active enough.

Australian adults spent an average, just over 30 minutes per day doing
physical activity. However, only 43% of adults actually met the "sufficiently
active" threshold based on the physical activity guidelines.

Physical inactivity is estimated to be the main cause for approximately 21–
25% of breast and colon cancers, 27% of diabetes and approximately 30% of
ischaemic heart disease burden. (Source: Global Health Risks: mortality and
burden of disease attributable to selected major risks. World Health
Organization, 2009).
*4364.0.55.003 - Australian Health Survey: Updated Results, 2011-2012
Frequently asked questions
What is the Health Star Rating?
The Health Star Rating system is a new type of food labelling that can help take
some of the guess work out of shopping and help us to make healthier choices when
it comes to buying packaged food. The Health Star Rating system allows us to
quickly compare the nutritional profile of foods within the same category of packaged
and processed goods. For example, we can compare one breakfast cereal with
another, or one muesli bar with another. And it’s simple to understand and use.
Basically, the more stars on the front of pack, the healthier the choice.
The voluntary system uses stars, from half to five stars, to provide an at-a-glance
overall health rating of packaged and processed food and is being implemented over
five years (from June 2014). Many healthy foods, like fresh fruit and vegetables and
lean meats, are not packaged and won’t have a health star rating. These are a vital
part of a nutritious diet.
A high Health Star Rating does not necessarily mean that the particular packaged
food provides all of the essential nutrients required for a balanced and healthy diet.
The Australian Dietary Guidelines recommend eating a balanced diet that includes a
variety of nutritious foods every day. Fresh fruit and vegetables and lean meat are
generally healthier choices than processed packaged food products.
How are the stars calculated?
The calculation is complex and takes into account the amount of certain ingredients
in each product that are linked to increased risk of developing chronic diseases as
well as the quantity of healthier ingredients.
Health Star Ratings are based on:
 Total energy (kilojoules) of the product. An average Australian adult should
consume around 8,700 kJ a day.
 The saturated fat, sodium (salt) and sugar content. Consuming too much of
these risk nutrients is linked to being overweight and obese, some cancers,
heart disease and type 2 diabetes.
 The fibre, protein, fruit, vegetable, nut and legume content. Increasing
consumption of these healthy nutrients and ingredients is good for your
health.
Points are allocated based on the ingredients and amounts used in the Nutrition
Information Panel on the package per 100g or 100mL. The points are converted to a
star rating (from half to five stars), which are scaled specifically to each of six food
categories. Details are provided in the Guide for Industry to the Health Star Rating
Calculator.
Who developed the system?
The Health Star Rating system was developed through a collaborative process
involving Commonwealth and State/Territory governments, industry, public health
and consumer groups, with additional technical input provided by Food Standards
Australia New Zealand. It is being implemented over five years, from June 2014, on a
voluntary basis by industry. The food industry is responsible for ensuring that the
stars are calculated accurately and in accordance with the system.
Information about the process of developing the Health Star Rating system, including
committee information and consumer market research reports, is available in
the Food Regulation Secretariat updates on the Department of Health website.
The Australian Government, state and territory governments, and the New Zealand
Government, are supporting the initiative with information about the system to assist
industry engagement and use by consumers.
How can I use the system when I am comparing products?
The Health Star Rating system is based on six different food categories. It allows us
to quickly compare the general nutritional profile of foods within the same category of
packaged and processed goods. For example, we can compare one breakfast cereal
with another, one muesli bar with another or one margarine spread with another.
However, as the calculations used to determine each product’s rating are specific to
each of the six food categories, the system is not designed, for example, to compare
yoghurt with frozen lasagne or frozen chips with cereal.
The calculations for each food category and each product do not take into account
ingredients such as preservatives, colours and flavours. Information on additives
such as these can be found in the ingredients list on the pack. If you are aiming to
reduce your intake of these additives, you should review the ingredient list of each
product.
A high Health Star Rating does not mean that the food provides all the essential
nutrients that are required for a balanced and healthy diet. Similarly, the HSR system
does not consider methods of production.
The Health Star Rating system is one tool to help consumers make healthier choices
between similar packaged food products. However, people should not eat a greater
proportion of packaged food products, or eat larger portions of these products just
because they have stars.
To better understand the importance of healthy eating and for more tips on what
constitutes a healthy diet, visit the Eat for Health website, which features the
Australian Guide to Healthy Eating.
Does this system replace other nutritional labels?
When buying packaged foods, the Health Star Rating system is one tool to help us
make healthier choices between similar packaged foods. Nutrient icons, the Nutrition
Information Panel, and the ingredients list provide additional information about key
nutrients and ingredients to help us choose the right product.
While all this information is very important, it is sometimes difficult to interpret and
understand. And some people simply find it too time consuming. The Health Star
Rating system helps to take some of the guess work out of shopping and help us to
make smarter choices when it comes to buying packaged and processed food. The
system allows us to quickly compare the general nutritional profile of foods within the
same category of packaged and processed goods. And it’s simple to understand and
use. Basically, the more stars on the front of pack, the healthier the choice.
Do fruit and vegetables have a health star rating?
Healthy foods – like fresh fruits and vegetables or lean meats –are a vital part of a
nutritious diet. However, as they are often not packaged, they generally won’t have a
health star rating.
The focus of the Health Star Rating system is processed packaged food products. It
is not intended to be used on fresh fruit and vegetables, most of which are
unpackaged. However, some companies have chosen to use the Health Star Rating
on packaged varieties including tinned, dried and frozen fruit and vegetables. Where
fresh fruit and vegetables are not an option, these products can play an important
nutritional role in the diet.
To help maintain a healthy lifestyle, the Australian Dietary Guidelines recommend
eating a balanced diet that includes a variety of nutritious foods every day and to limit
foods that are high in saturated fat, added sodium and sugars. A high Health Star
Rating does not necessarily mean that the food provides all of the essential nutrients
required for a balanced and healthy diet, and foods may also contain other
ingredients and nutrients not covered by the HSR system. Similarly, the HSR system
does not consider methods of production.
Who is responsible for applying the Health Star Rating?
Food manufacturers and retailers are responsible for the correct and accurate use of
the Health Star Rating system. This includes, but is not limited to, correctly
calculating the Health Star Rating, accurately displaying nutrient information,
ensuring that the information is consistent between the Health Star Rating and the
Nutrition Information Panel, and complying with all relevant legislation and
regulations.
Use of the Health Star Rating System does not negate any legal obligations imposed
by the Australia New Zealand Food Standards Code (FSC) or other relevant
legislation at the Commonwealth or state or territory level in Australia, or in New
Zealand. Food companies are responsible for ensuring they are fully aware of the
labelling requirements of the FSC and other legislation.
Do food manufacturers and retailers pay to display the ratings on their
products?
No, definitely not. The system is completely voluntary. Food manufacturers and
retailers can adopt the system at any stage over the five year implementation period
(from June 2014) and there will be a progress review after two years. There are no
application costs, and companies don’t pay to use the system. However, food
manufacturers do bear the cost of implementing the scheme, for example, the cost of
producing new packaging to include the Health Star Rating.
Where are the Health Star Ratings displayed?
The Health Star Rating appears on the front of packaged, manufactured or
processed foods. As the system is voluntary, it will appear gradually over the next
five years on packaged food from companies that choose to adopt the Health Star
Rating system.
How can the Health Star Rating system help me to eat a balanced diet?
When it comes to good nutrition, the Australian Dietary Guidelines advise us to eat a
balanced diet, to increase our daily intake of fresh fruit, vegetables and dietary fibre
and to limit our intake of saturated fats, sugars and sodium (salt).The benefit of the
Health Star Rating system is that when we do choose to buy packaged food products
it allows us to quickly see which packaged products in a particular category contain
more of the good nutrients and less of the ones that increase our risk of chronic
disease. Foods are rated by their nutritional content, with star ratings ranging from
half a star to five stars. The more stars, the healthier the choice.
The Health Star Ratings should be considered in conjunction with the Nutritional
Information Panel, ingredients list and the Australian Dietary Guidelines.
To better understand the importance of healthy eating and for more tips on what
constitutes a healthy diet, visit the Eat for Health website, which features the
Australian Guide to Healthy Eating.
Who calculates the Heath Star Ratings?
Food companies are best placed to calculate Health Star Ratings for their own
products. The calculations require information on individual ingredients that may not
be included on the Nutrition Information Panel, such as the fruit, vegetable, nut and
legume content. Calculating the rating without all the necessary information may
produce an inaccurate result. The Health Star Rating graphic that will be displayed
on food packages is the primary source of information regarding ratings for individual
products. Questions about the accuracy of ratings for specific products should be
referred to the manufacturer / company, as they have all the product ingredients data
used to calculate the star ratings.
How was the Health Star Rating system developed?
The Health Star Rating system was developed through a collaborative process
between Australian, state and territory governments, the food manufacturing and
retail industry, public health organisations and consumer representatives.
The algorithm for the Health Star Rating Calculator was developed in consultation
with Food Standards Australia New Zealand and other technical and nutritional
experts.
Do packaged foods have to display a rating?
No, the Health Star Rating system is voluntary and will be implemented over a five
year period, from June 2014. Progress of the Health Star Rating system will be
reviewed after two years.
Why do some flavoured drinks receive such a high rating?
The rating of any individual product depends on what food category it belongs to
(there are six in all) and its overall composition. For example, there is a flavoured
drink categorised as a dairy product, but it is sold as a powder that is then mixed with
milk. The rating it has been given is based on combining a specific quantity of the
powder with skim milk (rather than full fat milk for example), as per the directions on
the pack. If these directions are not followed the Health Star Rating on the pack does
not apply.
Remember, the food manufacturers and retailers are responsible for the correct and
accurate use of the Health Star Rating system. This includes correctly calculating the
Health Star Rating, accurately displaying nutrient information, ensuring the
information is consistent between the Health Star Rating and the Nutrition
Information Panel, and complying with all relevant legislation and regulations.
Questions about the accuracy of ratings for specific products should be referred to
the manufacturer / company, as they have all of the product compositional data used
to calculate the star ratings.
Will this system actually work? How will we know?
The Health Star Rating system is designed to help take some of the guess work out
of shopping and help us to make smarter choices when it comes to buying packaged
food. The Health Star Rating system allows us to quickly compare the general
nutritional profile of foods within the same category of packaged and processed
goods. For example, we can compare one breakfast cereal with another, or one
muesli bar with another. And it’s simple to understand and use. Basically, the more
stars on the front of pack, the healthier the choice.
The implementation of the Health Star Rating system will be monitored and
evaluated against these measures, as well as any changes in consumer purchasing
behaviours. This work is being overseen by the Health Star Rating Advisory
Committee made up of industry, governments and public health/consumer
representatives.
There should be further information about where the food is coming from, how
it’s grown etc.
The Review of Food Labelling Law and Policy (2011) considered many other types of
labelling information, including consumer value issues such as country of origin,
halal, genetically modified and organic content, which relate to the method of
production.
These types of labelling information are outside of the scope of the Health Star
Rating system.
Why is this system valuable?
The Health Star Rating system is a very convenient tool to help take some of the
guess work out of shopping and help us to make smarter choices when it comes to
buying packaged food. The Health Star Rating system allows us to quickly compare
the general nutritional profile of foods within the same category of packaged and
processed goods. For example, we can compare one breakfast cereal with another,
or one muesli bar with another. And it’s simple to understand and use. Basically, the
more stars on the front of pack, the healthier the choice.
An interpretive front-of-pack food labelling scheme was recommended by the Review
of Food Labelling Law and Policy (2011). As a result, the Health Star Rating system
was developed by the Australian, state and territory governments in collaboration
with industry, and public health and consumer groups.
Information about the development process of the Health Star Rating system,
including consumer market research reports, is available online. The Health Star
Rating website has information about the implementation, including processes for
considering anomalies and dispute resolution processes.
Ideas for promoting healthy lifestyles, nutrition and the HSR
Social media

Users want more conversations, less promotions.

Re-posts happen because the user has an emotional response to the
content/message or because they are motivated to action.

Creating value for consumers helps to maximise the potential of social media
for public relations activity. This can be done by rewarding people for sharing,
e.g. giving apps, prizes, recipes, menu items, infographics.

Channels need to be prioritised according to objectives. Twitter is best for
news and quick bites, operates in real time and is excellent for informing other
media and for driving traffic. YouTube is best for ‘how to’ and is easy to share.
Facebook is good for trends. Pinterest is good for community building, value
adding and sharing information in more depth and in a ‘safer’ forum.

Share content across social media where possible, e.g. share a Pinterest
board via Facebook or Twitter and share your Twitter activity on Facebook.

A video shared is significantly better than a video viewed. The HSR campaign
videos are available on the website. Additional videos will be produced over
the coming months and will be available through the website.

Infographics are ideal for Pinterest and Instagram. There are some included
in this kit for your information and they can be downloaded from the HSR
website.

Podcasts are relatively simple to produce and upload to a website or iTunes
and are a popular source of information. It is a great story telling medium for
case studies and interviews with ‘experts’, and excellent for conveying more
information about nutrition, the HSR and the broader context of chronic
disease. And people can download them and then listen on the go.

Facebook posts and tweets through Twitter are the best way to build a
community around the issue. You are more likely to build support and a good
following if you repost/tweet/comment on other people’s/organisation’s posts
where relevant. Be positive in your response.

Use graphics and photos in conjunction with text wherever possible and
relevant on social media. It will attract more attention than text only.

To boost a conversation and build community, ask simple, basic questions
through your posts and tweets that followers can answer quickly and others
can comment on and/or share.

Photos are best for Pinterest and Instagram. Think about how you can add a
unique angle or interest to nutritious food shots (e.g. photograph a recipe that
includes mostly fresh food ingredients with one packaged product. Link it
through to the full recipe on your website etc.).

Share a valuable resource from someone else’s website. This shows your
willingness to collaborate in the interests of better health and wellbeing. It also
shows that you’re a team player and source of unbiased knowledge.

Share or recommend a (preferably free) tool, resource, book, e-book,
download or app that your followers would find useful.

Post or tweet tips and helpful hints your followers would find useful.

Share a tip that’s more about wellbeing than diet and exercise. For example,
one about balancing work, life and family.

Post random tips for a quick midweek nutritious meal using fresh produce and
only one packaged ingredient. If it’s good, followers will come back to look for
more.

Recommend other sites to follow and, where appropriate, provide links to
other people’s social media profiles. Encourage your fans to ‘like’ or follow
them.

Post a video testimonial about the benefits of nutrition, the HSR and a healthy
lifestyle. Or ask your social media followers to submit their own video
testimonials. Ask followers to vote for the best. Award prizes.

Post a list of the recommended articles for the week. Or recommended
websites to visit.

Make an internet comic. They are very popular online and entertain while
educating people about healthy food and living. Free tools
like Pixton or Strip Generator can help you with the creative process .

People using social media love memes. They are fun and can be used to
convey short pieces of information with humour. Sites like meme generator
help you to make your own.

Do an audit periodically to determine what is working best for you. Review
your social media analytics. Adjust your content, media and frequency of
posts/tweets etc. accordingly.

Ensure all your content is mobile friendly. Most Australians now use mobiles
as their main hardware for online activity.
Example Tweets

Health Star Ratings help you to make healthier choices between similar
packaged foods as part of a balanced diet.

The Health Star Rating system makes it easier to choose healthier
packaged food, as part of a nutritious diet.

Use the Health Star Rating system with the nutrition information panel and
ingredients list.

Cereal for breakfast? Look for products with a higher star rating. The more
stars the healthier the choice.

Needing help making healthier food choices for your family? Visit healthy
stars: bit.lyhealthstars1

Let Health Stars guide you to make healthier food choices by comparing
similar packaged foods bit.lyhealthstars1

Next time you’re shopping, look for products with a higher Health Star
Rating on similar packaged foods.

The Health Star rating system can now be found on over 1000 packaged
products in supermarkets bit.lyhealthstars10

Health Star Ratings should be used to compare like products. Look for a
higher rating.
Example Facebook posts

Health Star Ratings aims to assist shoppers in making healthier food choices
between similar packaged foods as part of a balanced diet. For more
information, visit the website

The Health Star Rating system can be used in conjunction with other nutrition
information on packaged foods to help make healthier food choices. For more
information, visit the website

Health Star Ratings help you to make healthier choices between similar
packaged foods as part of a balanced diet.

The Health Star Rating system can be used to compare similar packaged
food products. For more information, visit the website

Cereal for breakfast? Look for products with a higher star rating. The more
stars the healthier the choice.

Needing help making healthier food choices for your family? Visit healthy
stars: bit.lyhealthstars1

The Health Star Rating system can make it easier to choose healthier
packaged food options, as part of a nutritious diet which also includes fruits,
vegetables and unpackaged foods. For more information, visit the website

The Health Star rating system can now be found on over 1000 packaged
products at your local supermarkets. For more information, visit the website

For the maximum amount of nutrition information, the Health Star Rating
system should be considered together with the Nutrition Information Panel,
ingredients list and Australian Dietary Guidelines. For more information, visit
the website

The Health Star Rating system considers certain aspects of packaged food,
including energy, saturated fat, sodium and total sugar content. For more
information about how the stars are calculated, visit the website
If you get asked a question often, answer it on social media. It will help your followers
and build community as others have probably wondered the same thing but not
asked. You can also provide an email address as a contact point for further
information.
Other ideas

Hold a Q and A event, either at a venue or through a webinar, to answer
questions about nutrition, healthy eating, the HSR and chronic disease. Then
post photos of the event on your website. Add the questions and answers as
well as a report on the day.

Develop a free e-book and promote it to your follows through social media
and on your site. You will be rewarding your followers for their support while
building your email list for potential ongoing contact.

Share new reports, research findings, statistics and other relevant
information. Build a media event around this as well as distribute via tweets
and post.

Host events on specific topics. Invite relevant ‘experts’ on the topic to speak
and be available to talk one on one with attendees.

Organise events to demonstrate how to use HSR when shopping, preparing
evening meals, for kids’ and workers’ lunchboxes and as part of a weight
reduction plan.

Share pictures from events on social media. Use a hashtag for the event to
increase exposure.
Talking points for interviews, presentations and events
If you are doing a media interview, know in advance the three key messages you
want to communicate. Then, find opportunities during the interview to state and
reinforce your key messages. Audiences are unlikely to remember more than three. If
the interview is for print media, give the journalist your media release and the
background information so that they have enough information to support and extend
your key messages, and to understand the context of nutrition and the HSR.
Following are the key messages for the HSR:
 The HSR is available on the front of many packaged foods.
 The HSR indicates the nutritional profile of the food.
 HSR is simple to use: the more stars, the healthier the food.
 Consumers can make healthier choices by using the HSR to compare at a
glance the nutritional profile of similar packaged food products
 Reducing consumption of risk nutrients contributes significantly to maintaining
a healthy weight and quality of life, and to preventing diet-related chronic
disease.
 Many healthy foods (like fresh fruits and vegetables or lean meats) are not
packaged and won’t have a HSR. They are a vital part of a nutritious diet.
 A high HSR does not necessarily mean that the food provides all of the
essential nutrients that are required for a balanced and healthy diet.
 A robust and scientific evaluation has been used to calculate the HSR on
each product.
 The HSR system has been developed collaboratively by government, industry
and public health and consumer bodies with expertise in nutrition.
 The HSR system is being voluntarily implemented by the food industry to help
consumers make informed choices.
 All foods can have a place in a balanced diet.
Always follow up a media enquiry as soon as possible. Journalists have strict
deadlines and you might miss an opportunity of you don’t return a call or follow up a
request on time.
Try to build a working relationship with key journalists and be a reliable source of
quality and timely information. If you can do this, then your chance of generating
media coverage in the future is greater.
Generic website content for your use
The Health Star Ratings System
The Health Star Rating is a front-of-pack labelling system that rates the overall
nutritional profile of packaged food and assigns it a rating from half to five stars. It
provides a quick, easy, standard way to compare similar packaged foods. For
example, one breakfast cereal with another breakfast cereal or one pasta sauce with
another. The more stars, the healthier the choice.
Maintaining a healthy weight is important for everyone. A healthy weight can help us
to live longer, get more out of life and reduce our chances of developing chronic
diseases such as heart disease, type 2 diabetes and some cancers.
Supermarkets provide many food options, but as shoppers we don’t always have the
time to fully understand and compare these choices. Most products carry a Nutrition
Information Panel which provides important information about the contents of the
food. The Health Star Rating simplifies this information. It’s perfect for our on-the-go
lifestyle.
Choosing foods that are higher in positive nutrients and lower in risk nutrients that
are linked to obesity and diet-related chronic diseases such as saturated fat, sodium
(salt), sugars and energy, contributes to a balanced diet and can lead to better
health.
How to use the HSR
We can make healthier choices by using the Health Star Rating to compare the
overall nutritional profile of packaged food products at-a-glance. When we go
shopping we should:
 Look for the Health Star Ratings on the front of packaged food products.
 Use the Health Stars Ratings to compare similar food products. Remember, the
more stars, the healthier the choice.

Use the nutrient information to choose products that contain less sodium,
saturated fat and/or sugars.
The Health Star Ratings is one tool to assist us in following a healthy diet. However,
for better health and wellbeing, we need to eat a wide variety of nutritious foods,
many of which may not be packaged.
For information about what foods contribute to a healthy diet, and how much of each
food should be consumed, visit the Eat for Health website.
What do the stars look like?
Health Star Ratings can appear on packs in two general ways. The first shows just
the star rating of the product; the second can show the star rating plus additional
specific nutrient content of the product.
What are the stars based on?
Under the system, packaged foods are given a star rating based on their nutritional
profile. This includes:
 Energy (kilojoules).
 Risk nutrients - saturated fat, sodium (salt) and sugars.
 Positive nutrients - dietary fibre, protein and the proportion of fruit, vegetable,
nut and legume content.
Health Star Ratings for products within a food category can vary significantly
depending on the individual nutrient profile of each product. For more information on
how nutrient content determines the Health Star Rating visit the consumerFAQs.
What is the information next to the star rating?
The star ratings for all products are calculated based on a consistent measure of
100g or 100mL of a product. This means that the star ratings of similar products can
be compared at-a-glance. In addition to the stars, nutrient content of the food may be
shown directly below or to the side of the rating. This shows the quantity of nutrients,
specifically energy (kilojoules) saturated fat, sodium (salt) and sugars that are in the
product either per 100g, 100mL for liquids or per pack for single serve foods or per
serve/portion (as specified).
The label may also include one positive nutrient, such as protein, dietary fibre, certain
vitamins or minerals. These nutrients play an important part in a balanced diet.
The Health Star Rating system is designed to provide key information that allows
consumers to make at-a-glance comparisons of products within the same category.
Further nutrient information is also available in the Nutrition Information Panel on
food packaging.
To find out which companies are implementing the Health Star Rating system, visit
the Health Star Ratings in store page.
Manufacturers using the HSR
The list of manufacturers adopting the system and the product lines displaying the
HSR is continually growing. Please see the Companies Implementing for the latest
list.
References
1
Australian Institute of Health and Welfare (2012) Australia’s health 2012. Australia’s health
series no.13. Cat. no. AUS 156. Canberra: AIHW. p 198
2
Australian Institute of Health and Welfare. Australia’s food & nutrition 2012. Cat. no. PHE
163, page 161. Canberra.
3
Australian Bureau of Statistics. 4338.0 - Profiles of Health, Australia, 2011-13. Viewed at
http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20Subject/4338.0~201113~Main%20Features~Overweight%20and%20obesity~10007
4
Australian Institute of Health and Welfare. Australia’s food & nutrition 2012. Cat. no. PHE
163. Canberra, page 163. Canberra.
5
Australian Institute of Health and Welfare (2012) Australia’s health 2012. Australia’s health
series no.13. Cat. no. AUS 156. Canberra: AIHW. p 198