The anticipated new three-year campaign Eat in Colour to promote fruit and vegetables has been launched. The campaign’s focus is to help people to find practical, quick and easy ways to achieve a healthier diet every day.

With only £8 (£12) a week spent on fruit and vegetables, equal to the weekly spend on takeaways, the campaign starts with the challenge of switching £5 of your weekly grocery bill from convenience foods to fruit and veg.
“The campaign aims to build confidence and inspire use by addressing the misconception that fruits and vegetables take too much time to prepare, are expensive or bland. We believe that dissemination of practical advice will help parents in encouraging their children to eat more fruits and vegetables, says Anthony Levy, chairman of the Eat in Colour campaign.
The campaign – supported by Tesco, Asda, Somerfield and leading wholesalers and growers – aims to fill the nation’s newspapers and magazines with really simple ways to prepare, cook and enjoy the best of fresh produce. It will also offer advice online and on the road with eatincolour.com and a roadshow.