Sainsbury's Driving To Get More Britons To Have Their Five-a-Day

Sainsbury's and Nectar have created the new Vegfast Van which is touring the UK to inspire the nation to eat more fruit and veg and try new recipes. The move comes in response to new reports which show that four in ten Brits don't get their five-a-day, with the average UK adult only eating 3.25 portions of fruit and veg each day.

As part of this activation, the supermarket has reintroduced the Great Fruit & Veg Challenge this summer, rewarding customers with bonus Nectar points for purchasing fruit and vegetables.

The new research, commissioned by Sainsbury's and Nectar, revealed that the average adult doesn't eat their first piece of fruit or veg until 1.58pm. Meanwhile, 27% don't have any until dinnertime and less than one in 10 (9%) say they consider fruit and veg at breakfast. When questioned why, 1 in 4 (25%) said they forget about it, whilst 13% don't know how to incorporate it within meals outside of dinner.

The new Vegfast Van will tour different locations in the UK in August, serving free breakfast dishes such as banana colada smoothie bowl, carrot cake bircher and green herb frittata.

"When you're doing the food shop week-in, week-out, it can be challenging to think of new recipes and to feel inspired to try something different – particularly during the school summer holidays when routines can go out the window," explained Sam Burston, Director of Nectar & Loyalty at Sainsbury's. "That's why we are bringing back the Great fruit & veg challenge and looking to inspire our customers to try something different through the Vegfast Van - showing them how easy it can be to pack their breakfast full of fruit and veg while getting more out of their Nectar points balance. We want to support our customers to eat delicious food that is good for them and the planet, and the return of the Great fruit & veg challenge is just one of the many ways we're helping everyone eat better."