Thousands of punnets of strawberries were given on Friday ahead of Cancer Prevention Week in May.
The World Cancer Research Fund (WCRF) teamed up with British Summer Fruits (BSF) to treat London commuters to a 2,000-punnet giveaway at Oxford Circus and Piccadilly Circus tube stations.
The team aimed to spread the message that eating 5 A DAY can help reduce the risk of developing cancer and drum up support for Fruity Friday, on May 25, and its highlight, the annual Beat the Banana race, as well as remind consumers that early British strawberries are in season.
Another giveaway is planned for May 25 as part of the Fruity Friday event.
Lucie Galice, general manager for WCRF, said: “Commuting in London can be a stressful experience, and with all the hustle and bustle it can be all too easy to snack on the wrong things.
“Hopefully, by giving away all these strawberries, we can brighten up people’s day at the same time as getting across the message about the importance of having a diet that has lots of fruit and vegetables.
“Some people complain that eating five portions of fruit and vegetables is too difficult, but hopefully this giveaway will make people realise that munching your way through a portion of strawberries is hardly a chore.”
A total of 25,000 Fruity Friday packs have already been sent out to schools as part of the awareness campaign. The winner of the competition to design a healthy menu will win fruit smoothies for their whole class as well as recipe ideas.
BSF chairman Laurence Olins said: “British Summer Fruits is delighted to support WCRF for the second year in its very worthwhile cause.
“Everything we do to promote our fruits is aimed at informing and reassuring consumers how good berries are for them. Working together gives us access to consumers of all ages - from primary school children to commuters. We are looking forward to building on the success of last year’s campaign and continuing the programme of education. The anti-cancer message is important, and Fruity Friday is a key date in our promotional activity this year.”
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