The world Cancer Research Fund is countering claims that credit-crunched consumers can no longer afford to eat their 5 A DAY with penny-pinching menu suggestions.
The fund’s nutrionist, Nathalie Winn, said: “If you shop carefully, there is no reason why you cannot have plenty of fruits and vegetables even on a very limited budget… It is important to note that fresh fruit can be inexpensive when in season. It is worth being a savvy shopper and looking at what is best value at different times of the year.
“Also, people should not be taken in by the latest fashionable superfood, because there is no evidence that these are any better for you than more traditional fruit and veg. The important thing is to get a wide variety of colours because this is the best way of making sure you get a wider range of nutrients.”
Winn pointed out that introducing a fresh banana and an apple, as well as baked beans, frozen sweetcorn and peas into a diet only costs 80p a day.
The fund’s advice comes as the Daily Mail claimed this week that the recession is “forcing” down sales of fresh produce.
The national newspaper used research by mySupermarket.co.uk, which found that sales of fresh fruit and vegetables are down eight per cent and seven per cent respectively. However, the survey, which looks at prices at Asda, Sainsbury’s and Tesco, found that sales of crisps, snacks and pizzas had risen.
The latest analysis from mySupermarket shows that the price of the fresh produce items in the survey has risen by 19 per cent year on year. The items included are loose bananas, broccoli, carrots, clementines, Golden Delicious apples, baking potatoes, onions, round tomatoes, white seedless grapes and whole cucumber.
Andrew Griffiths of mySupermarket said: “What we have found is that there is a direct correlation - as prices of fresh fruit and vegetables have gone up, sales have gone down.”
The results will confirm what the industry is probably already feeling - the prices only reflect their increased costs and not an increased profit, as supermarket suppliers struggle with rising prices of inputs and the depreciation of sterling.
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