French fresh produce organisation Interfel is to push on with its 10-a-day campaign in the autumn.
The concept was launched in 1999 and has been successful in turning a 30-year decline in fruit and vegetable consumption in France into a rising trend, said Interfel, despite flat sales last year. The latest push involves a 15m TV, press and PR campaign.
A 10-a-day logo can be used on packaging without any form of fee and has been taken up by Prince de Bretagne and Auchan. Only 5-6% of suppliers and retailers are using it at present, however.
Interfel marketing director Laurent Damiens said: "We decided to go for ten 80g portions to shock people."