The logo, which aims to help consumers achieve the government recommendation of five portions of fruit and veg a day, will apply to fresh, chilled, frozen, canned and dried fruit and vegetables as well as 100 per cent fruit juices.

The idea for a logo has come following consumer research which found that the public was unclear what constituted a portion and was in favour of a symbol to help them see at a glance what counts towards their 5-a-day.

'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,' said public health minister Hazel Blears.

The government has also clarified portion size as 80g equivalent to one medium-sized apple or banana, a bowl of mixed salad or three tablespoons of peas or carrots. A 150ml serving of 100 per cent fruit or vegetable juice counts as a portion, but can only contribute once to 5-a-day no matter how much is drunk. Pulses and 100 per cent concentrated purées also count only once.

The DoH has also clarified that the new logo will be a certification mark under the trademarks act. It will only be able to be reproduced under licence from the DoH and any organisation wishing to use it must demonstrate it meets the department's nutritional criteria.

The 5-a-day programme has five strands, spearheaded by the New Opportunities Fund-backed national school fruit scheme which aims to bring a piece of fruit free to each infant school child in England by next year. Second are 5-a-day community initiatives also funded by the New Opportunities Fund, which aim to improve people's access to and awareness of fruit and vegetables so making it easier for them to eat more. Third, is the communications programme aiming to increase awareness of the health benefits of fruit and vegetables especially targeting those with low intake. Fourth, work is in progress with different organisations across industry including retailers, producers and caterers to improve access to fruit and vegetables. And fifth, working with national and local partners, industry and groups such as the Fresh Produce Consortium.

Topics