Town Criers Hit The Streets As 83% Of Brits Fail To Hit Five-A-Day Fruit And Veg Target

Town criers have taken to the nation’s streets in a colourful new campaign to highlight a stubbornly low intake of fruit and vegetables across the UK, as fresh research reveals that a whopping 83 per cent of adults aren’t meeting the recommended five-a-day target.

The initiative – backed by consumer brand Innocent Drinks – saw traditional town criers dramatically announce the findings in public spaces, bringing a theatrical twist to public health messaging and calling on people to boost their daily fruit and veg servings.

According to the research prompting the campaign, only around 17 per cent of UK adults manage the World Health Organisation’s guideline of at least five portions of fruit and vegetables each day – a benchmark that equals roughly 400 g of produce.

The eye-catching campaign underscores growing concerns about diet quality in Britain, where fruit and veg consumption has been slipping for some groups. Other studies have highlighted similar trends, with national data showing declines in consumption over recent years.

Helen Whitby, Head of Nutrition at innocent says: “Breakfast plays a vital role in setting the tone for the day, making up a fifth of daily energy intake, yet it’s one of the most overlooked moments for fruit and veg intake. A small change in the morning can make a big difference in how you feel, as a balanced breakfast containing portions of fruit or veg can lead to improved energy and focus, better digestion, boosted immunity, more balanced blood sugar levels and improved mood.”

“Simple shifts like grabbing an apple on the way to work, boosting granola with fresh fruit, or enjoying an innocent fruit-and-veg-packed juice or shot, brimming with vitamins, minerals and fibre, can shake up sleepy mornings and make a real difference to how the day begins.”

Campaigners hope that the blend of performance and hard nutrition facts will spark fresh interest in healthier eating habits – shining a spotlight on what researchers are calling a “diet gap” that sees many Brits missing out on essential vitamins, fibre and antioxidants that fruit and veg deliver.

As the campaign unfolds, it aims to inspire shoppers and shoppers’ habits alike to put more produce into baskets, plates and ultimately, the nation’s health conversation.