The Department of Health is to step up its five-a-day message by launching a new campaign logo in the new year in a bid to increase national consumption of fruit and vegetables.
The logo, which is in the development stage, will be available for use by the food industry once nutritional criteria for its use have been finalised.
The announcement came after a national diet and nutrition survey found that only 13% of men and 15% of women ate five or more portions of fruit and vegetables a day. On average men ate 2.7 portions and women 2.9.
The logo will support the five-a-day programme which works with the food industry to improve access to fruit and vegetables and includes the National School Fruit Scheme. It will also promote the Five-a-Day Local Community Initiative programme which organises activities to encourage people to eat more fruit and vegetables and is part of the National Lottery fund's £297m New Opportunities for Health programme.
Minister for public health Hazel Blears said: "We hope the food industry will support this initiative to give consumers quick and easy access to information about what counts towards a healthy diet."
The Food and Drink Federation's deputy director general Martin Paterson supported the logo. "The industry welcomes any addition to the range of healthy lifestyle information already available to consumers from manufacturers, retailers and health professionals."