Key Dietary Recommendations

Committee on Medical Aspects of Food Policy,
1994 and 1998

Maintain a healthy body weight (BMI 20-25kg/m2)

REDUCE:

fat intake to 35% energy

saturated fat to 10% energy

salt intake to 6g/day

added sugars to < 10% energy

INCREASE:

fruit and vegetables to at least 5 portions per day

increase dietary fibre intakes from a variety of sources

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General Dietary Habits of Adults
by Income Group (NDNS 2002)

Foods less likely to be eaten by men and women in households in receipt of benefits, include:

whole grain and high fibre breakfast cereals

oily fish

fruit and vegetables

fruit juice

Foods more likely to be eaten by men and women in households in receipt of benefits, include:

table sugar

whole milk

burgers and kebabs

meat pies and pastries

Children’s Diets (NDNS 2000)

Fruit & vegetables

One in five eat no fruit

Three in five eat no leafy green vegetables

Half drink no fruit juice

Differences in consumption between social groups in fruit and vegetable consumption

Salt, fat and sugar

% energy from total fat has fallen, but saturated remains high

too much salt - up to twice recommended levels

two-thirds drink more fizzy drinks than milk

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NSFS Aim and Scope

Aim

To provide 2.5 million children aged 4 to 6 in 16,000 primary schools with a free piece of fruit each school day from 2004

Scope

200 school days - 500 million pieces of fruit a year (70,000 tonnes)

Equivalent to 40% of British apple market

NSFS Evaluation

NSFS thoroughly evaluated

Results so far show that it is popular:

80% of eligible children took the fruit - absence/refusal

School staff - way of improving children’s health (99%)

Schools - support to teaching and learning about healthy eating (97%)

Future evaluation will assess whether free fruit:

displaces other food

is eaten in addition to other food

has an impact on diet of whole family

NSFS Update

New Opportunities Fund investment of £42 million for next 2 years

Scheme is being extended on a region by region basis:

By end of 2002, 500,000 children in 4000 schools receiving free fruit

By Summer / Autumn 2003 over 1 million children in 8000 schools

….until complete coverage from 2004

School Fruit - The Future

Dietary assessment tools

Whole school package (e.g. promotional materials such as Food Dudes)

Possible introduction of vegetables

Management structure

Branding

Supply chain

Five-a-day Community Initiatives

Evidence based pilots to address the barriers to increased consumption: access & availability, attitudes & awareness

Five 1 year pilots, 2000-1

Targeted 1 million people

Interventions in multiple settings

Evaluation

Examples of Activities in Five-a-day Community Initiatives

engage primary care staff

free voucher scheme

provision in corner-shops

initiatives in workplace and schools canteens

food co-ops and community cafés

food blender loan scheme

food mapping work

local media campaigns

"Stemmed a fall in consumption"

Stemmed a fall in consumption, against the national trend.

Overall, had a positive effect in people with the lowest intakes. Those with lowest intakes at baseline increased intakes by about 1 portion.

Frequency of intake was an important determinant of fruit and vegetable consumption.

35% of people in intervention area reported improved access compared to 21% in control area.

17% of people in intervention area stated that 5 a day optimal compared to 8% in control area.

Full results: www.doh.gov.uk/fiveaday

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Five-a-day
Communications Programme

Aims

increase awareness of the health benefits of fruit and vegetables, particularly targeting those groups with the lowest intakes

provide clear and consistent messages including:

to eat at least 5 portions of a variety of fruit and vegetables a day

what counts as a portion

Five-a-day: What Counts?

1 portion = 80g

Fresh, frozen, canned, dried and 100% juice count towards five a day

100% juice, beans and pulses, and dried fruit count once, even if more than 1 portion is eaten

Potatoes don’t count

Composite foods

sugar, fat and salt cannot be ignored

further consideration - technical group

Five-a-day Logo Development

Focus groups

think they already eat enough and are confused with the notion of portions

want a mark of value

Consultation

food industry

health education

consumer organisations

other government departments

Technical guidance

What Counts group

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Press Response to Five-a-day

“Fruit and veg to get fat free logo” The Sun

“5-a-day fruit and veg plan revamped” The Guardian

“The five steps to a healthy diet” The Daily Telegraph

“Stamp of approval for fruit and veg” The Times

Five-a-day Resources

handbook for local community initiatives

handbook for primary care

evaluation questionnaires for children and adults

logo and brand available for use

materials and leaflets (portion counter, posters)

caterers’ handbook

regional seminars

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Five-a-day:
Work With the Food Industry

Across industry – farmers, manufacturers and producers, suppliers and distributors, retailers, caterers

EU Fresh Fruit and Vegetable regime - funding for producer organisations

Assistance with programme implementation - availability and access

Involved in the development of the logo and supporting materials – including the What Counts? guidelines

Monitoring Action

Assessment of initiatives

development of tool to assess Five a day community initiatives

development of tools to assess National School Fruit scheme

Understanding of Five a day messages

Health Survey for England

Trends in dietary intakes

National Diet and Nutrition Surveys, National Food Survey

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	Maintain a healthy body weight (BMI 20-25kg/m2)

	REDUCE:
		fat intake to 35% energy
		saturated fat to 10% energy
		salt intake to 6g/day
		added sugars to < 10% energy
	INCREASE:
		fruit and vegetables to at least 5 portions per day
		increase dietary fibre intakes from a variety of sources


	Foods less likely to be eaten by men and women in households in receipt of benefits, include:
			whole grain and high fibre breakfast cereals
			oily fish
			fruit and vegetables
			fruit juice
	Foods more likely to be eaten by men and women in households in receipt of benefits, include:
			table sugar
			whole milk
			burgers and kebabs
			meat pies and pastries


	Fruit & vegetables
		One in five eat no fruit
		Three in five eat no leafy green vegetables
		Half drink no fruit juice
		Differences in consumption between social groups in fruit and vegetable consumption
	Salt, fat and sugar
		% energy from total fat has fallen, but saturated remains high
		too much salt - up to twice recommended levels
		two-thirds drink more fizzy drinks than milk


	Aim
		To provide 2.5 million children aged 4 to 6 in 16,000 primary schools with a free piece of fruit each school day from 2004
	Scope

		200 school days - 500 million pieces of fruit a year (70,000 tonnes)
		Equivalent to 40% of British apple market


	NSFS thoroughly evaluated
	Results so far show that it is popular:
		80% of eligible children took the fruit - absence/refusal
		School staff - way of improving children’s health (99%)
		Schools - support to teaching and learning about healthy eating (97%)
	Future evaluation will assess whether free fruit:
		displaces other food
		is eaten in addition to other food
		has an impact on diet of whole family


	New Opportunities Fund investment of £42 million for next 2 years

	Scheme is being extended on a region by region basis:

	By end of 2002, 500,000 children in 4000 schools receiving free fruit

	By Summer / Autumn 2003 over 1 million children in 8000 schools

	….until complete coverage from 2004


	Dietary assessment tools

	Whole school package (e.g. promotional materials such as Food Dudes)

	Possible introduction of vegetables

	Management structure

	Branding

	Supply chain


	Evidence based pilots to address the barriers to increased consumption: access & availability, attitudes & awareness

	Five 1 year pilots, 2000-1

	Targeted 1 million people

	Interventions in multiple settings

	Evaluation



	engage primary care staff
	free voucher scheme
	provision in corner-shops
	initiatives in workplace and schools canteens
	food co-ops and community cafés
	food blender loan scheme
	food mapping work
	local media campaigns



	Stemmed a fall in consumption, against the national trend.

	Overall, had a positive effect in people with the lowest intakes. Those with lowest intakes at baseline increased intakes by about 1 portion.

	Frequency of intake was an important determinant of fruit and vegetable consumption.

	35% of people in intervention area reported improved access compared to 21% in control area.

	17% of people in intervention area stated that 5 a day optimal compared to 8% in control area.

		Full results: www.doh.gov.uk/fiveaday


Aims
	increase awareness of the health benefits of fruit and vegetables, particularly targeting those groups with the lowest intakes

	provide clear and consistent messages including:
		to eat at least 5 portions of a variety of fruit and vegetables a day
		what counts as a portion


	1 portion = 80g

	Fresh, frozen, canned, dried and 100% juice count towards five a day

	100% juice, beans and pulses, and dried fruit count once, even if more than 1 portion is eaten

	Potatoes don’t count

	Composite foods
		sugar, fat and salt cannot be ignored
		further consideration - technical group


	Focus groups
		think they already eat enough and are confused with the notion of portions
		want a mark of value


	Consultation
		food industry
		health education
		consumer organisations
		other government departments


	Technical guidance
		What Counts group


	“Fruit and veg to get fat free logo” The Sun

	“5-a-day fruit and veg plan revamped” The Guardian

	“The five steps to a healthy diet” The Daily Telegraph

	“Stamp of approval for fruit and veg” The Times



	handbook for local community initiatives
	handbook for primary care
	evaluation questionnaires for children and adults
	logo and brand available for use
	materials and leaflets (portion counter, posters)
	caterers’ handbook
	regional seminars


	Across industry – farmers, manufacturers and producers, suppliers and distributors, retailers, caterers

	EU Fresh Fruit and Vegetable regime - funding for producer organisations

	Assistance with programme implementation - availability and access

	Involved in the development of the logo and supporting materials – including the What Counts? guidelines


	Assessment of initiatives
		development of tool to assess Five a day community initiatives
		development of tools to assess National School Fruit scheme


	Understanding of Five a day messages
		Health Survey for England


	Trends in dietary intakes
		National Diet and Nutrition Surveys, National Food Survey