'Face fats now' is the main message from the Irish Heart Foundation's (IHF) new 'Fats of Life' campaign, which has just been launched.

The campaign is a national alert to Irish adults to reduce their consumption of saturated and transfat in their diet for a healthier cholesterol and reduced risk of heart disease and stroke, according to the Foundation.

The IHF stressed that two-thirds of all adults eat more fat than their body needs for health, thereby increasing their risk of high cholesterol.

Every year in Ireland, 100,000 new cases of heart disease and stroke are diagnosed.

The IHF points out that too much cholesterol in the blood is a major risk factor for heart disease and stroke because it sticks to artery walls to form plaque, which can cause fatal blockages of blood flow to the heart or brain.

Irish Heart Foundation dietitian Janis Morrissey said it was a matter of concern that knowledge has not translated into practice:  "Irish adults have too much total fat in their diet and they are not getting enough 'good' fats. With four out of five adults over 45 years affected by high cholesterol and two thirds of these untreated, it is time to ask, are you one of them? A risk of stroke or heart attack is too serious too ignore."

The 'face fats' campaign is aimed at educating people on how to replace 'bad fats' like saturated and transfat for healthier fats in their diets. Avoiding consumption of high fat, low nutrient foods will make a real difference in reducing levels of cholesterol, the IHF points out.

A Behaviour & Attitudes survey showed that 68% of adults had a cholesterol check in their lifetime but 60% of these did not know the breakdown of their cholesterol reading.

Medical Director of the Irish Heart Foundation and Consultant Cardiologist, Dr Angie Brown said: "Cholesterol has become a household word and one which is often associated with a need to keep it as low as possible. Yet even today, many people are unaware of their levels or how to keep it at a healthy level.

The 10 'Fats of Life' facts are:

* You need fat as part of a healthy diet.
* All types of fat, both good and bad, are high in calories so you only need small amounts in your diet.
* Too many bad fats such as saturated fat in the diet can increase LDL (bad) cholesterol.
* Trans fats are especially bad as they can increase good cholesterol with bad cholesterol.
* You don't need to cut out meat for a healthy cholesterol.
* You don't need to cut out dairy foods for a healthy cholesterol.
* An egg a day is okay (for those with healthy cholesterol).
* Not all fat is bad - good fats such as monounsaturated fat help reduce LDL.
* Some types of fat are essential because your body cannot them and you have to get them from food.
* Some good fats not only lower LDL but can also help keep your heart rhythm healthy and prevent clots.

Further information about thecampaign is available from www.irishheart.ie

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