Innocent Drinks and Co-op have joined forces to address inadequate fruit and vegetable intake in the UK.
- For each smoothie sold, a donation equivalent to a portion of fruit and veg will be made to Alexandra Rose Charity.
- Government findings show that a significant proportion of the population fails to meet the five-a-day recommendation.
- Families on lower incomes face notable challenges in accessing adequate nutrition.
- By the year’s end, 520,000 portions of fruit and vegetables will be distributed through the programme.
In a joint effort, Innocent Drinks and Co-op have launched a charitable initiative to combat the inadequate intake of fruits and vegetables among UK residents. Recognising the dietary deficiencies outlined in recent governmental statistics, the partnership will see the cost of a portion of fruit and veg donated to the Alexandra Rose Charity for every purchase of selected smoothies in Co-op stores. This campaign is set to run until 19 November.
Statistics reveal a stark reality: only one third of adults, and an even lower 12% of young people aged 11 to 18, meet the recommended daily intake of fruits and vegetables. The situation is more severe among lower-income families, where the most deprived adults, as well as their children, consume significantly less produce compared to their wealthier counterparts.
The collaboration aims to distribute 520,000 portions of fruit and vegetbles by the end of the campaign. Through the charity’s Rose Vouchers initiative, families are provided weekly support to purchase fresh produce from local markets, enhancing their access to nutritious food options.
John Taylor, the UK and Ireland General Manager for Innocent Drinks, expressed the company’s commitment to improving access to healthy foods. He highlighted the challenges faced by lower-income families in providing sufficient nutrition, reiterating the brand’s mission to make fruit and veg accessible to all.
Sinead Bell, Co-op’s Commercial Director, noted that supporting food accessibility initiatives is a priority for Co-op and its member owners. She voiced pride in partnering with Innocent Drinks to tackle food poverty and enhance public access to essential nutrients through this exciting campaign.
This partnership showcases a commitment to improving nutritional access and health outcomes across communities.
