Despite massive efforts to promote the 5-a-day message, the average UK consumer is still not eating enough fruit and vegetables.
According to a national survey, fewer than one in seven people eat the recommended five portions a day. But all is not doom and gloom - the survey found that people are actually consuming more fruit and vegetables than 15 years ago.
Commissioned by the UK Food Standards Agency (FSA) and the UK Department of Health, the National Diet and Nutrition Survey (NDNS) shows that although fruit and veg consumption has increased, the average is still less than three portions per day, with men eating 2.7 and women 2.9 portions on average daily.
But these increases in consumption are not across the board. Women aged 50 to 64 showed a significant increase, their consumption rising from three portions per week in 1987 to 3.7 portions per week.
Appealing to the younger generation is clearly a challenge, with the survey finding that people aged 19 to 24 are eating no more fruit and veg or oily fish than they were in 1987, the last time a comprehensive survey of adult eating patterns took place.
So is the UK government doing enough? In a move to encourage people to eat more healthily, the Department of Health is currently developing a new logo to help consumers understand what counts as a portion of fruit or vegetables. Nutrition experts are drawing up guidance on the use of the '5-a-day' logo. The criteria will take into account the importance of eating a healthy, balanced diet, which should be low in fat, salt and added sugars.
Public Health Minister Hazel Blears said: "We hopethe food industry will support this initiative to give consumers quick andeasy access to the information they need to know what counts towards ahealthy diet."
And what of the food industry? Martin Paterson, deputy director general of the UK Food and Drink Federation (FDF), commented: "The industry's own consumer information programme, foodfitness, was set up in 1996 to promote the 5-a-day message. We look forward to working with government to help drive these messages home."
Part of the problem in the slow uptake in fruit and veg consumption may be due to a lack of consumer clarity as to the definition of a portion. The FDF claims that it will aim to tackle this problem. "Canned, frozen and dried fruit and veg are good sources of vitamins and minerals and help towards your 5-a-day. Five portions of fruit and veg may sound a lot but the good news is that a glass of orange juice, an apple, a small can of tomatoes or baked beans count as one portion," said Paterson.
"The industry welcomes any addition to the range of healthy lifestyle information already available to consumers from manufacturers, retailers and health professionals, to help them enjoy a healthy diet," he continued.
Not only did the survey highlight inadequate consumption of fruit and vegetables, but it also revealed a dramatic rise in the number of non-alcoholic drinks British people are drinking - from 1.5 cans a week to nearly 2.75 cans of non-alcoholic fizzy drinks, with young people drinking the equivalent of six cans a week. It is clear that there is much work to be done in nutrition education.