It was recognised that gradual, step wise reductions made across categories were more likely to prove acceptable to consumers,provided the reformulation process allowed sufficient time for consumers’ palates to adjust to the lower salt levels and to the change in taste of familiar foods. Underpinning this approach was the belief that, over time, there would be no commercial benefit for those companies maintaining higher salt levels in products, as these would ultimately be rejected by consumers as tasting too salty. Product surveys conducted by the NGO and consumer groups highlighted those companies with higher salt levels in their products,putting them at a possible commercial disadvantage