British food producers and retailers will have to comply with strict criteria if they wish to use the new 5-A-DAY logo, to be launched by the UK government's Department of Health, on their packaging, the government said on Friday.
The new logo, to be launched in the spring, will not appear on processed foods containing fruit and vegetables with added fat, sugar and salt, said the department, until health officials feel that the 5-a-day message is sufficiently understood in the context of a healthy balanced diet.
The 5-a-day programme was first announced in the NHS (National Health Service) Plan in July 2000. It aims to encourage the public to eat five portions of fruit and vegetables daily and boost awareness of the benefits of eating a healthy balanced diet.
However since the launch of the 5-a-day message, consumer groups and health officials have been concerned about the use of the slogan on processed foods. Manufacturers such as Heinz market several processed products as a portion to be included in a healthy diet. Now, organisations wishing to use the new 5-a-day logo will be required to apply for a licence, and demonstrate that they meet the nutritional criteria set out by the Department of Health.
Initially, the logo will only be used to promote fruit and vegetable products without any added fats, sugars or salt. It will apply to fresh, chilled, frozen, canned and dried fruit and vegetables and 100 per cent fruit and vegetable juice. The Department of Health did not however say how they would prevent companies from using their own 5-a-day logos on packaging.
Consumer research during the development of the 5 A DAY logo revealed that people were not clear about what amounts to a portion and supported the idea of a symbol which would help them see at a glance what counts towards their 5 A DAY.
Public health minister Hazel Blears said:"The evidence shows that eating at least five portions of fruit and vegetables each day has very real health benefits - it could help prevent up to 20 per cent of deaths from our nation's biggest killers such as heart disease and some cancers. Yet most people aren't eating enough.
"Part of the problem is confusion about what counts and what constitutes a portion. It is essential that consumers can get clear and consistent information, which is why we are developing the 5 A DAY logo and putting in place strict criteria, so that people know that they can trust it."
The Department of Health is also clarifying portion sizes, to help people estimate more accurately whether they are achieving the recommended daily amounts - a portion is approximately 80g, equivalent to a medium apple or banana, a bowl of mixed salad or three tablespoons of peas or carrots. Also, a portion of 100 per cent fruit or vegetable juice or smoothies is 150ml but can only contribute one portion towards the 5 A DAY target, no matter how much is drunk, according to the guidelines.
Other products that can only count once include beans (except green beans) and other pulses and 100 per cent concentrated puree, such as tomato puree.
The 5 A DAY programme also includes the National School Fruit Scheme, which by 2004, will entitle every child aged 4-6 in infant schools to a free piece of fruit each school day. There are also community initiatives aimed at increasing awareness of health benefits of fruit and vegetables, particularly targeting those groups with the lowest intakes.
In 1980 6 per cent of British men and 8 per cent of women were categorised as obese. By 2000 these figures had risen to 21 per cent of British men and women.