Government backs health drive with 'five-a-day' logo

LONDON - The government is launching a new "five-a-day" logo in its war against unhealthy eating as it attempts to encourage more people to eat five portions of fruit and vegetables a day.

The "five-a-day" logo will be a certified trademark for the food industry and other organisations to use, to provide clear advice to consumers on what counts as a portion of fruit and vegetables.

Details of marketing plans to support the launch of the logo have not yet been unveiled. The government already backs a five-a-day programme with a communications programme and in partnership with industry, producers and retailers. In September, the Department of Health hired Munro & Forster to provide external PR support on the campaign.

Hazel Blears, the public health minister, said: "We need to make it easy for people to make healthy choices and the development of our new logo is one way to achieve that. We hope the food industry will support this initiative to give consumers quick and easy access to the information they need to know what counts towards a healthy diet."

A survey released by the government today said that only 13% of men and 15% of women eat five or more portions of fruit and vegetables a day.

Supermarkets and food producers are increasingly using the governments eating guidelines to market fruit and vegetables, with supermarkets such as Marks & Spencer and brands such as Knorr Vie soup promoting their credentials as providers of fresh vegetable portions.

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