With around 80 million chocolate eggs likely to be consumed this Easter, Eat in Colour is asking every Brit to begin chocolate offsetting, by taking their eggs out of their baskets and swapping them for fresh produce.
The world's first chocolate offsetting scheme is being launched by Eat in Colour to show people how much extra fruit and veg they need to consume to offset their over-indulgence in chocolate eggs.
Anthony Levy, chairman of the Eat in Colour campaign, said: "Although understandably not quite as beneficial for the health of the planet as its carbon counterpart, chocolate offsetting has the potential to improve the health of all those living on it who aren't always able to resist the temptation of a little sweet indulgence."
To make the offsetting process simple and easy to understand a free calculator has been set up on www.chocolateoffsetting.com which allows consumers to select their expected chocolate consumption and find out what they need to do and eat in order to positively compensate for it.
Claire MacEvilly, communications manager with the Medical Research Council Human Nutrition Research, said: "When it comes to our eating habits, Easter can be a risky time. There is nothing wrong with having a treat but people need to think wisely about their diet overall, include more fruits and vegetable and exercise regularly.
"We know from the National Diet and Nutrition Survey that adults on average are eating about two and a half portions of fruit and vegetables a day, only half of the recommended intake of at least five portions a day. This scheme provides people with some easy to follow tips and helps them to increase their intake."
Levy added: "Eat in Colour is the first campaign clearly focused on helping people to find practical, quick and easy ways to achieve a healthier diet every day by including more and varied fruit and vegetables alongside their favourite foods. Our website, which can be accessed through www.chocolateoffsetting.com is packed with serving suggestions, tips and advice for including more fruit and veg in the everyday diet."
The Eat in Colour campaign - supported by Tesco, Asda, Somerfield and leading wholesalers and growers - aims to fill the nation's newspapers and magazines with really simple ways to prepare, cook and enjoy the best convenience food of all - fruit and vegetables. It also offers advice online at www.eatincolour.com designed to re-introduce the great taste and simplicity and fun of fruit and veg to people as they go about their everyday lives.