Innocent says the Deal “falls far short” of promoting the public eating five portions of fruit and vegetables a day, which it says would save over 15,000 lives each year.
The Responsibility Deal’s key pledges currently include a reduction in salt in food, the removal of artificial trans fats by the end of 2011 and calories on menus by the end of this year. The Deal does not directly reference fruit and vegetable consumption.
Richard Reed, co-founder of Innocent said in a letter published in the Metro newspaper today (17 March): “Innocent believes [fruit and vegetables] should have been number one on the list for food commitments. We wait in anticipation for plans to help the two-thirds of people who don’t get their five-a-day.”
Innocent has also published an “Orange Paper” in response to the Department of Health’s public health Responsibility deal announced earlier this week.
The Orange Paper recommends: the Government makes healthier choices more affordable; that messages aimed at children are re-balanced; that it is easier for people to reach their five-a-day; and that the media quotes and references more credible and qualified nutrition professionals.
Innocent is also working with Government advisers and nutrition experts to discuss ways it can help improve the public’s health. It says it hopes to see pledges on fruit and vegetables in the “near future”.
More than 150 brands including Tesco, Diageo, McDonald’s, Unilever and Marks & Spencer have signed up to the Responsibility Deal and have pledged to support responsible drinking, eating and behaviour in the home and workplace.