Ed Bedington
Tesco and Sainsbury are defending their refusal to sign up to the government's 5-a-day campaign.
Neither retailer has agreed to adopt the Department of Health logo, but each insists it fully supports the aims of the government campaign.
Hamish Renton, Tesco's business manager for fresh produce, said the company had not completely ruled out the possibility of using the logo and that it was due to meet DoH representatives.
Sainsbury, which launched its own 5-a-day logo this week, said that while it was supportive of the campaign it would stick to its own labelling. "There are two reasons we haven't gone with it," a spokeswoman said. "One is that the logo applies only to England and we want a logo we can use across all our stores." The second was the restrictive nature of the government logo, which is barred from foods containing added salt, fat or sugar. "Our customers found it useful to know what other things could count towards their portions, like ready meals."
Tesco's Renton said the company had developed its own logo focusing particularly on the benefits of 5-a-day in contributing to the prevention of cancer.
Heinz has also been criticised for creating confusion with its 5 a day the Heinz way' campaign, but the company is adamant it will continue.
However, the DoH insisted its scheme was receiving excellent support from the industry. A spokeswoman said retailers applying to use the logo included Asda, Safeway, Waitrose and the Co-operative Group. Asda's first logos will appear in April.
The government logo is designed to encourage consumption of five portions around 80g of fruit and veg a day. The DoH is charging a one-off £100 fee for its use on products.
{{MARKET EDGE }}
Tesco and Sainsbury are defending their refusal to sign up to the government's 5-a-day campaign.
Neither retailer has agreed to adopt the Department of Health logo, but each insists it fully supports the aims of the government campaign.
Hamish Renton, Tesco's business manager for fresh produce, said the company had not completely ruled out the possibility of using the logo and that it was due to meet DoH representatives.
Sainsbury, which launched its own 5-a-day logo this week, said that while it was supportive of the campaign it would stick to its own labelling. "There are two reasons we haven't gone with it," a spokeswoman said. "One is that the logo applies only to England and we want a logo we can use across all our stores." The second was the restrictive nature of the government logo, which is barred from foods containing added salt, fat or sugar. "Our customers found it useful to know what other things could count towards their portions, like ready meals."
Tesco's Renton said the company had developed its own logo focusing particularly on the benefits of 5-a-day in contributing to the prevention of cancer.
Heinz has also been criticised for creating confusion with its 5 a day the Heinz way' campaign, but the company is adamant it will continue.
However, the DoH insisted its scheme was receiving excellent support from the industry. A spokeswoman said retailers applying to use the logo included Asda, Safeway, Waitrose and the Co-operative Group. Asda's first logos will appear in April.
The government logo is designed to encourage consumption of five portions around 80g of fruit and veg a day. The DoH is charging a one-off £100 fee for its use on products.
{{MARKET EDGE }}
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