It is no wonder the Fresh Produce Consortium was delighted to have signed up Tesco to its Eat in Colour campaign.

Having the UK’s number one retailer on board brings the kind of kudos you cannot buy.

So spare a thought for the poor old Department of Health - not only did Tesco initially snub the DoH 5 A DAY logo in favour of its own, now it would seem it is turnings its back entirely on the whole concept.

The DoH’s 5 A DAY campaign has certainly had a rocky road. Not all retailers, nor even some suppliers, have been content to use its homogenised, and, some might allege, slightly dull offering. But at the very least the core message - eat five portions of fruit and veg a day - was filtering down to consumers and being taken on board.

But Tesco’s decision to withdraw the message from its packaging, partly in favour of more informative nutritional information, and also to put its full backing to Eat in Colour, must be a serious blow to 5 A DAY.

One could argue the logo’s momentum has stalled - despite high consumer awareness, if you dig deeper, consumers are still unsure of its meaning, something that has not been addressed.

Considering the FPC’s campaign is designed to support fellow initiatives, such as 5 A DAY, one wonders whether it may well end up being its undoing.