Innocent plugs 5-a-day with healthy takeaway

Innocent is set to embark on a two-week experiential campaign, touring England in a “Hungry Grassy Van” (HGV) to encourage people to eat five portions of fruit and vegetables a day.


The HGV, a take on the traditional burger van, will serve alternatives to takeaway food, such as veggie burgers and salad, to help consumers swap fast food for healthier options.

Dishes will cost between £2 and £3 and will all count towards the five-a-day quota. A £5 meal deal will also be served each day to allow consumers to eat and drink all of their five-a-day in one go.

The recipes for each dish are based on Innocent’s “Hungry?” cook book, which was released in May.

The HGV will visit London, Bristol, Manchester and Glasgow and will stop in each city for three days from 9 September.

Earlier this year Innocent campaigned to get fruit and vegetables on the Government’s “Responsibility Deal” that promotes healthy living, saying it fell “far short” of encouraging the public to eat five portions of fruit and vegetables a day, which it said would save more than 15,000 lives each year.

The Department of Health is currently considering extending the existing five-a-day scheme to pre-prepared food , such as ready meals, that contain portions of fruit and vegetables.

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