Berry trade body British Summer Fruits has launched its new campaign that aims to link soft fruit with brain power by commissioning a study into concentration in the workplace.
The organisation had previously planned to focus on lunchtimes as a berry-eating occasion, but shelved it after retailer feedback that said that the brainpower campaign would have more traction with consumers.
The study of 2,012 office workers found that a healthy diet leads to a 17 per cent increase in concentration. Most employees reportedly struggle to concentrate for longer than 48 minutes on average, but those who considered themselves to be very healthy eaters can concentrate for nearly a full hour (56 minutes), the study found.
Laurence Olins, chairman of British Summer Fruits said: “Following this research of the potential links between healthy eating and concentration, it would be great if employers could encourage their staff to adopt a healthier diet during the working week.
“Eating healthily shouldn’t feel like a chore and snacking on fruits like berries can help with food cravings during the day, thanks to their natural sweetness.”
Nearly half (45 per cent) of respondents said tiredness was the main reason for losing concentration, while a third said that they were often distracted by feeling hungry.
Results also found that 25 per cent of those who considered themselves as very healthy felt that they were productive throughout the day, and this increased to 34 per cent amongst those who ate up to seven servings of fruit per day.
Nutritionist Hala El Shafie said: “Academics claim that snacking on foods like berries which are rich in anti-oxidants may be useful alternatives to stimulants such as caffeine. These powerful nutrients have been shown to stimulate the blood and oxygen to your brain which results in sharper focus.”
“Foods, like berries, which contain high levels of anti-oxidants can change the way neurons in the brain communicate. By helping to prevent inflammation in the brain, which can lead to neuronal damage, we can improve both motor control and cognition in the long term.”
