5 A DAY reaches 500th license landmark in UK

15/08/05 More than 700 brands are promoting the 5 A DAY message (eat your 5 portions of fruit and/or veg each day), as the Department of Health issues the 500th license for its 5 A DAY logo.

Just two years after its launch, the logo is being used by a wide variety of national brands, with the most recent including Tropicana, Aldi and Iceland for promotions, on packaging and in advertising campaigns.

Hundreds of other companies are also licensed to use the logo, helping to publicise the 5 A DAY message by featuring it on vans, marketing materials, packaging and working locally to support 5 A DAY community initiatives.

The logo aims to increase awareness of the health benefits of fruit and vegetables and help consumers see at a glance whether products can help them achieve their 5 A DAY target. It is part of a wider strategy to reduce the risk of cancer and heart disease. The logo can be used on fresh, chilled, frozen, canned and dried fruit and vegetables which do not have any added sugar, salt or fat. To carry the logo, foods must contain at least one portion (80g) of fruit or vegetables.

5 A DAY partners have commented that use of the 5 A DAY logo has formed a key element of their marketing activity, encouraging consumers to eat more healthily by increasing their consumption of fruit and vegetables. In some cases, it has also improved product demand, showing a true indication of both the appeal and importance of the 5 A DAY logo.

The Department of Health is urging other organisations to demonstrate their commitment to promoting healthy eating by joining the 500 organisations, which have already signed up to the 5 A DAY logo. A dedicated partnership marketing agency is working to expand relationships with 5 A DAY licence holders, recruit new partners and maximise the benefits of participation.

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