The news that Innocent has lost its fight to reclaim VAT on its smoothies (p1) will come as a blow to campaigners for healthy eating and a missed opportunity for the government to set a precedent for backing businesses that provide food and drink that is good for you.

The verdict is at odds with health policy and points to a warped view of what is in the public interest, when smoothies that make up two of the five recommended portions of fruit and vegetables will soon face VAT of up to 20 per cent, while junk food like burgers and doughnuts are considered essential and therefore tax-free.

The “luxury” categorisation of smoothies has been dubbed a “nonsense” by critics and too right. How can consumers make the right decision about what to eat and drink in the face of these mixed messages? And what will this mean for the health of the nation and the NHS, which is already buckling under the strain of obesity-related diseases?

This comes as a European study aptly titled Where’s the Fruit? showed that almost one in five foods featuring fruit on their packaging contain no fruit at all (p4), which reiterates the perception of what constitutes a healthy diet is becoming increasingly confused.

It is time for a broader outlook and one that should see the authorities take a more considered view of how best to promote healthy eating, rather than ticking boxes to meet rules and regulations.

The fresh produce industry is already working hard to champion better diets, but decisions like these do not make battling for a good cause any easier.