The Lifestyle 5-a-day programme will see pos material such as posters and shelf-talkers introduced into stores to help shoppers identify which products count towards consumption of the government's target of five portions of fruit and vegetables a day. The material covers canned and frozen products as well as fresh fruit and vegetables, as servings of everyday products such as baked beans, frozen peas and 100% fruit juice all count towards five-a-day.
Landmark Wholesale marketing director Chris Rose said: "Everyone is aware that they should be eating more fruit and vegetables, but perhaps not everyone is aware that the local store can offer these products.
"Our aim is to show that you don't need to go to a specialist, a greengrocer or a multiple to get your five portions of fruit and vegetables, as it is all available in your local shop."
Posters are designed to have educational as well as promotional impact for shoppers. Rose continued: "It's an educational process for both retailers and consumers. There is still a lot of mystique about what qualifies as five-a-day and hopefully with our awareness campaign throughout the Hot House stores we will be able to convince consumers that their daily requirements can be found on their doorstep."