A note in the September 10, 2005 issue of the BMJ says:
An advertising campaign launched Sid the Slug onto an unsuspecting UK public in 2004. Sid’s mission?at an initial cost of around ?4 million?was to encourage people not to add extra salt to their food. Sadly for Sid, and for the Foods Standard Agency, the money spent on him was probably wasted, because a systematic review found that advising individuals to reduce their salt intake provides no clear benefits to health (Journal of Epidemiology and Community Health 2005;59(suppl 1): A17).