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Uncle Ben's maker to advise on curbing intake

Jim Seida | NBC News

The Mars Food company - behind famous brands such as Uncle Ben's - is to advise customers on how often its products should be eaten due to their salt, fat or sugar content.

The initiative, launched Thursday, is called the Health and Wellbeing Ambition and is aimed at helping consumers differentiate and choose between "everyday" and "occasional" options - which should be enjoyed once per week .

"To maintain the authentic nature of the recipe, some Mars Food products are higher in salt, added sugar or fat," it said in a press release on Thursday.

"As these products are not intended to be eaten daily, Mars Food will provide guidance to consumers on-pack and on its website regarding how often these meal offerings should be consumed within a balanced diet."

The list will be published in the next few months and the company told the BBC - who first reported the story - that just 5 percent of its products would be labeled "occasional".

The U.K. broadcaster reported that Uncle Ben's oriental sauces would be included in the "occasional" list.