A new logo designed to remind people of the benefits of eating five portions of fruit and vegetables a day has been unveiled by the Department of Health.
The new logo will appear in supermarkets and on food packaging as part of a wider strategy to reduce the risk of cancer and hear disease and improve the health of the nation.
It can be used on fresh, chilled, frozen, canned and dried fruit and vegetables and 100 per cent fruit and vegetable juices, which do not have any added sugar, salt or fat.
If a product contains one portion (roughly 80g) of fruit and vegetables per serving, one square of the logo will be shaded. If a serving provides two portions, two squares will be shaded. Because variety is important the maximum number of portions per serving is two.
Public health minister Hazel Blears said: "Consumers want healthy choices to be easy choices so they need accurate, consistent advice on how to reach the five-a-day target."
Use of the logo will be strictly controlled with licences to use the design granted to caterers that meet certain criteria.
Licensees are being urged to get behind the initiative. Pubs that serve fruit and vegetables without additives can apply to use the logo on their menus, posters and so on. "We're really keen to get caterers involved and would like to see the logo being used," said a Department Of Health spokeswoman.
For information about applying for a licence call the Five-a-Day helpline on 0709 200 3292.