Senior industry figures have questioned a new pill that aims to help consumers get their 5 A DAY.
The pills - endorsed by the German and Dutch Olympic teams - have the vitamins and essential nutrients of a kilo of fresh produce, their makers claim.
Juice Plus+ pills cost £24.75 for a month’s supply and users are supposed to take four a day.
They contain 17 different fruits, vegetables and grains that are juiced and made into a powder using a drying process that does not damage micronutrients.
UK distributor Justin Dodd, MD of Evolve Training UK, described it as a “wonder pill” while TV adventurer and chief Scout Bear Grylls has also backed the product.
Dodd told The Daily Express: “It literally contains all five portions of your recommended minimum 5 A DAY and can be taken on the move without any fuss.”
The manufacturers claim that Juice Plus+ is not meant as a replacement for fresh produce but as an aid to those who struggle to eat the recommended amount.
The Proprietary Association of Great Britain, which represents food supplementmanufacturers, said in its report Towards a Healthier Britain: “Messages about eating a healthy, balanced diet should continue to underpin advice given to the public, but more could be made of the role of supplements in helping people to achieve vitamin and mineral targets.”
PAGB communications officer Claire Weaver told FPJ: “Advice about supplements can sit logically alongside advice on healthy eating... particularly [for] those unable to make dietary changes immediately.”
The government’s most recent National Diet and Nutrition Survey shows that in the UK just over a third of adults and 15 per cent of children meet the 5 A DAY target.
Tim Lang, professor of food policy at London City University, said: “The track record of pills as a replacement in diets is not a good one - 5 A DAY has not been successful. The big argument is whether it should really be eight or nine a day, but when 5 A DAY was created is was felt that five portions was pragmatic. However, the British are not eating enough fruit and veg.”
FPC CEO Nigel Jenney said: “We are fortunate enough to enjoy a wide variety of safe, affordable fresh produce, which tastes far better than any bland pill.
"We must encourage people of all ages to eat 5 A DAY: a pill is not the answer. The industry’s Eat In Colour campaign demonstrates how easy and enjoyable a healthy diet full of a wonderful array of fresh fruit and vegetables can be.
"Over 64,000 Beaver Scouts have participated in Eat In Colour healthy badge activities, making it the most popular activity for this age group. These young kids have found that making a fruity snack is much more fun than swallowing a pill.”
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