The way consumers measure their 5 A DAY could be set for its biggest revolution in years if radical new IGD proposals are implemented.
The food industry think-tank has said that “composite” food products such as baked beans in tomato sauce, prepared vegetarian lasagne ready meals or vegetable-based soups should be allowed to count as half, one, or more than one portion towards the target.
The UK has consistently failed to make progress on getting closer to the 5 A DAY objective despite significant sums being spent on generic and industry promotion.
It is hoped that widening the scope of what constitutes a portion of fruit or vegetables would encourage consumers to reach the aspirational target.
“Composite foods are an important source of fruit and vegetables in the diet,” said IGD chief executive Joanne Denney-Finch. “Labelling the number of portions in composite foods helps consumers increase their 5 A DAY intake and encourages food businesses to add more fruit and veg to their products.”
Barbara Gallani, director of food safety at the Food and Drink Federation, added: “We believe that clearly labelling composite foods can help people eat more fruit and vegetables by making it easier for them to know which products will help them reach their 5 A DAY.”
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