5 A Day logos set to cause ‘confusion’

The Government is to allow retailers to run their own Five A Day logos in conjunction with its own Department of Health logo, a move that the Consumers Association (CA) has branded “confusing”.

The DoH is planning to launch its Five A Day logo, which represents the five daily portions of fruit and vegetable people should be eating, on March 25. The logo will not be used to endorse processed foods. But retailers such as Sainsbury’s and Tesco use their own endorsement logos on some ready-made foods, and they will not be asked to ditch them when the DoH’s logo launches.

CA principal policy adviser Sue Davis says: “The Five A Day logo sounds like a good initiative, but our concern is that consumers should be able to trust the claims that have been made on food items. We would like to have a consistent message across the board so as not to confuse consumers.”

The DoH says that the Government is planning to develop the logo as an umbrella brand for retailers to use. A spokeswoman says: “The new logo will not exclude those retailers which already are using their own Five A Day endorsement.” The Government has also set up a technical group to determine how processed and composite food can fit the criteria.

The DoH is seeking partnerships with health-related charities to raise public awareness of issues related to healthy eating.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here