Food manufacturers in the UK plan to promote half-portions of the fruit and veg in products from baked beans to lasagne in an initiative to encourage consumers to eat more of their five a day.

A voluntary code, drawn up by industry body IGD, allows food makers to market the fruit and vegetable content of “composite foods” if they meet certain nutritional criteria.

Manufacturers including HJ Heinz, PepsiCo and United Biscuits, have agreed limits to the amount of sugar, salt and saturated fat that will be allowed in a composite food promoted as contributing to help consumers reach the target of five portions of fruit and veg a day.

IGD chief executive Joanne Denney-Finch said its research showed 46% of shoppers expect to buy more products that contribute to their five-a-day.

“Under the auspices of IGD a working group consisting of nutritionists from the food industry, trade associations and NGOs has agreed these guidelines which help consumers to do just that,” Denney-Finch said.

“Composite foods are an important source of fruit and vegetables in the diet. Labelling the number of portions in composite foods helps consumers increase their five-a-day intake and encourages food businesses to add more fruit and vegetables to their products.”

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