A key aim of Lovejuice is to help increase consumption of fruit and vegetables in the population by making it easy for people to access a variety of fresh produce at good prices. Lovejuice is committed to helping raise people's awareness of the health benefits of fruit and vegetables and the 5 A DAY message.

The 5 A DAY programme is a UK government Department of Health initiative to promote health and wellbeing and to educate the population about the benefits of eating fruit and vegetables.

According to the Department of Health the message "at the heart of the 5 A DAY programme - to eat at least 5 portions of a variety of fruit and vegetables each day - is consistent with dietary recommendations around the world, including those from the World Health Organization."

"Cancer and coronary heart disease account for 60% of all early deaths. A key feature of the Government's prevention strategy to reduce early deaths from these diseases is action to improve diet and nutrition."

"Current recommendations are that everyone should eat at least 5 portions of a variety fruit and vegetables each day, to reduce the risks of cancer and coronary heart disease and many other chronic diseases."

For more information on 5 A DAY go to the Department of Health's website: 5 A DAY