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.
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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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By GlobalData
