New research says that the school fruit and vegetables scheme only affects participants’ dietary habits for as long as they receive their daily freebie.

That’s hardly surprising. Regularly placing a piece of fresh produce in an impressionable youngster’s hand is bound to have some effect. But unless there is long-term educational back-up, which ideally involves parent participation, it is pretty predictable that the consumption benefits will be minimal.

That is not to say the SFVS is a failure. I have always maintained that it could be as long as a decade before meaningful results shine through. However, accessibility to the product will be integral to any success. If a six-year-old eats an apple at school today and in a year from now that apple is no longer available, they are unlikely to turn down the plethora of snacking alternatives that are on offer.

Education of children at school will work if Jamie has his way and bigs up healthy options in the school dinner network. But that is just one part of the equation. Until these eager-to-learn children become highly-educated adults, we still have a generation of largely ignorant consumers to contend with.

Which is why patience is required. Do not ignore the portents of doom, but take them with a pinch of salt.