Iceland claims it is the first national food retailer to feature the government’s 5-a-day logo on all its fresh and frozen fruit and vegetables.
Vegetable buyer Tracy Fawcett said: “A recent study identified that a significant number of our customers do not realise that frozen veg counts towards 5-a-day, exactly the same as fresh.
“All packs that qualify will now feature the government’s 5-a-day logo and a portion indicator.”
Iceland will be discounting all its frozen and fresh vegetables from October 3 to mark the launch of the initiative.