This is Sid the Slug, the mascot in the 2004 ad campaign in the UK.

Basically, the message was, salt kills slugs and it can harm you too. The Salt Industry freaked out. People named Sid freaked out. Me? I loved it and wish they (the Food Standards Agency – the FDA of the UK) would bring it back.

The proper explanation was: "Sid the Slug was chosen to front the campaign as an amusing way to alert people to a very serious health message - eating too much salt increases the risk of high blood pressure which can lead to heart disease and stroke," FSA. Their obvious aim was to encourage people to cut their sodium intake.

Loved it!

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