On the first anniversary of the launch of its 5-a-day logo in March 2003, the department of health (DoH) is urging organisations to demonstrate their commitment to promoting healthy eating by joining the 314 organisations who have already signed up to use the logo.
Designed to help consumers see at a glance whether products could help them achieve their 5-a-day target, the logo has already begun to appear on a wide variety of branded products across England. These include Asda, Birds Eye, Coop, Del Monte, Minute Maid orange juice for McDonalds, Sun-Maid raisins, Whitworths dried fruit and Boots.
Public health minister Melanie Johnson, said: “The uptake of the department of health’s 5-a-day logo since the launch last year has been encouraging. It’s good to see companies being proactive in promoting the benefits of healthy eating to customers. The issues of obesity and healthy eating continue to be high on the public’s agenda, so there has never been a better time to focus on encouraging people to eat more fruit and vegetables.”
Steve Harrison, business development director of Redbridge Holdings, says: “We are committed to supporting the 5-a-day drive and National School Fruit Scheme. Getting people to eat more fruit and vegetables obviously makes good commercial sense for Redbridge and the produce industry but it also makes great health sense for everyone. We are looking forward to continuing our support of these worthwhile ventures.”
David Smith, head of marketing at Whitworths, said: “We were delighted to be the first national food brand to feature the 5-a-day logo on pack. The logo appears on Whitworths 25g fruits and has formed a key element of our wide-ranging marketing activity, encouraging consumers to eat more healthily by increasing their consumption of fruit and vegetables. Demand for Whitworths 25g fruits in supermarkets has been fantastic, a true indication of both the appeal and importance of the 5-a-day logo.”
Companies can apply for a licence to use the 5-a-day logo, for display on pack or promotional materials. Currently, the logo is available for use on products which contain no added sugar, salt or fat (this includes fresh, frozen, cooked, chilled, canned and dried fruits and vegetables). Nutritional criteria for composite foods including added fat, sugars and salt are being developed, and are expected to be launched later this year.
Posters, booklets and postcards are available free of charge from the DoH, which can be distributed to customers.
• The DoH has appointed a dedicated partnership marketing agency to expand relationships with 5-a-day licence holders, recruit new partners and maximise the benefits of participation. If you would like to extend your brand’s involvement in the programme via bespoke joint marketing activity and promotional opportunities, contact Amy Pratt at 23red on 0870 013 0023.
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