Eat in Colour Campaign

Today a new three-year campaign is being launched to banish the brown and put much-needed colour back into the nation’s shopping baskets. While other campaigns seek to preach to the nation about what they should be doing, Eat in Colour is the first campaign clearly focused on helping people to find practical, quick and easy ways to achieve a healthier diet every day.

Despite talk of healthy eating being an everyday part of 21st Century life, Britons still only spend a meager £8 a week on fruit and veg – that’s the same as they did 10 years ago – or the equivalent to the nation’s weekly spend on takeaways.

And, with nearly half (£18) of householders’ £43 weekly food spend going on convenience foods, confectionery, sugar, sweeteners, oils and fats, shopping baskets are sadly missing the colour and benefit of good, honest fruit and veg.

The Eat in Colour campaign starts with a challenge - switch £5 of your weekly grocery bill from convenience foods to fruit and veg.

Eat in Colour chairman Anthony Levy says: “By encouraging shoppers to give their baskets a colour makeover and providing ‘bright’ ideas on how to serve up more fruit and veg, we can help even the most unaccomplished cook provide themselves and their families with a feast of healthy food.

“For a great many of us the prospect of slaving over a hot stove for an hour after a busy day is simply too much – it just seems easier and cheaper to take the readymeal route, but healthy eating needn’t be an ordeal. Eat in Colour is all about making sure fun and flavour is on the menu. It’s about bringing colour to family mealtimes with easy ways to include fruit and vegetables alongside our favourite dishes.”

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 convenience food of all – fruit and vegetables. It will also offer advice online and on the road with eatincolour.com and a roadshow designed to re-introduce the great taste and simplicity of fruit and veg to people as they go about their everyday lives.

The Eat in Colour website can be found at eatincolour.com and is packed with great serving suggestions, tips and advice.